W

Warranty
a guarantee by a manufacturer that if a predict fails within a certain period it will make good the defect for free under certain conditions

Website
a www file that contains text, pictures and/or sound

Weak theory of advertising
the notion that advertising can first arouse awareness and interest, nudge some consumers towards a doubting first trial purchase and then provide some reassurance and reinforcement. Desire and conviction do not precede purchase

Wheel of retailing
a theory of retailing development which suggests that new forms of retailing begin as low-cost, cut-price and narrow margin operations and then trade up until they mature as high price operators, vulnerable to a new influx of low-cost operators

Word-of-mouth
a form of product promotion generated by consumers to consumers

Workload approach
a method for deciding the number of salespeople required

World wide web
a collection of computer files that can be accessed via the Internet allowing documents containing text, images, sound and video to be used