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Wants
The form, shaped by culture and individual personality, in which basic human needs are given expression. For example, the need to satisfy hunger might be expressed as a want of meat by one person, and as a want of fruit by another.

Warranty
Guarantee by a manufacturer that a product will be repaired or replaced or the purchase price refunded if it is found to be defective within a specified period, if it does not perform the task for which it was intended or if it does not meet the purchaser's reasonable expectations.

Warranty
a guarantee by a manufacturer that a product will be repaired or replaced or the purchase price refunded if it is found to be defective within a specified period, if it does not perform the task for which it was intended or if it does not meet the purchaser's reasonable expectations.

Wastage
in advertising, that part of the audience or readership of a media vehicle which is "wasted" because it is not part of the target market

Wastage
in advertising, that part of the audience or readership of a media vehicle which is "wasted" because it is not part of the target market

Waste circulation
(1) Advertising in an area where the product or service is not available or has no sales potential. (2) Persons in an advertiser's audience who are not potential consumers.

Watch-and-Win Sweepstake
a sales promotion in which consumers must watch a particular TV program to hear contest-winning numbers, etc announced in spots during the program

Wave scheduling
An advertising strategy that consists of scheduling space in the media in intermittent periods, e.g., two weeks on, two weeks off.

Weighted Average
An average that takes into account the proportional
relevance of each component, rather than treating each component equally.

Weighting
Assigning a numerical coefficient to an item to express its
relative importance in a frequency distribution.

Weighting
a method of rating the degree of importance of a factor or variable

What if...Method
a closing technique in which the salesperson attempts to isolate the last remaining objection or obstacle to the sale and closes it contingent upon being able to remove the obstacle; also called the Contingent Method

Wheel of Retailing
a hypothesis of M.P. McNair explaining the patterns of change in retailing; the hypothesis is that new types of retailers cut prices by lowering or eliminating customer services, but once established they increase prices and customer services and so become vulnerable themselves to new, low-price retailers

Wholesaler
A merchant establishment operated by a concern that is primarily engaged in buying, taking title to, usually storing and physically handling goods in large quantities, and reselling the goods (usually in smaller quantities) to retailers or to industrial or business users.

Wholesaler
a marketing intermediary engaged in buying from manufacturers in bulk to resell to retailers or industrial buyers in smaller quantities

Wholesaler-Sponsored Voluntary Chains
groups of retailers formed by a wholesaler into a cordinated marketing system to achieve economies of scale and to lessen conflict.

Wholesaling
the activity of selling to buyers for resale or to further their own business operations

Word painting
A technique used in the radio broadcast industry that uses highly descriptive words to evoke images in reading material as an attempt to place the listener into the scene.

Word/Symbol
From content analysis, a unit of analysis consisting
of the actual word or symbol communicated in the media; see also: content analysis.

World Brand
a global brand; a brand that sells in many different countries. For example, Coca-Cola, McDonald's, Marlboro.

Worldwide Adaptation
a strategy used in global marketing in which slightly different variations of a product are sold in each country, using promotion and distribution strategies which have also been modified to suit the particular needs of each country.