Wants

• customer, 6

• false, 580–581. See also Social criticisms of marketing

• short-run, 13

Warehouse clubs, 370, 372–375

Warehousing, logistics and, 354–355

Warranty

• pricing and, 314

• support services, 229, 231

Water carriers, transportation, marketing logistics, 356

Webinars, 468

Web logs digital marketing, 496–497

Webrooming, 383

Websites

• consumer-generated marketing and, 18–19

• online marketing and, 492–493

• See also Digital entries; Internet entries; Online entries; Social media

Wheeler-Lea Act (1938), 86, 577

White Americans, diversity, demographics and, 78–79

Whole-channel concept, 565

Wholesale clubs, 370, 372–373

Wholesaling

• defined, 387–388

• marketing decisions and, 390

• marketing mix, 391–392

• marketing strategies, 391

• risk functions of, 388

• trends in, 392

• types of wholesalers, 389–390

Word-of-mouth influence

• communication channel, 411

• consumer buyer behavior and, 139

Word-of-mouth marketing, 495

Words, advertising messages and, 437–438

Workload approach, to sales force size, 460

World product groups, global market and, 566

Written materials, PR and, 448