Dictionary

Whether you're looking for an obscure phrase or your basic marketing definition, the AMA Dictionary has it all! Originating from the print version in 1995, we're always adding new terms to keep marketers up to date in the ever-evolving marketing profession.

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Term
Definition
See Also
wagon distributor
A wholesaler whose inventory of merchandise is carried on trucks that are operated by driver salespeople. The retailer's requirements for merchandise are determined at the time of the sales call and orders are filled immediately from the stock carried on the truck. It is a somewhat archaic team.
>>See Also
  • rack jobber
  • want book
    1. The information collected by retail salespeople to record out-of stock or requested merchandise. 2. A notebook in which store employees record the names of items called for by customers but are not in stock.
    >>See Also
  • want slip
  • want slip
    A slip on which the salesperson records customer requests for items that cannot be supplied from stock.
    >>See Also
  • want book
  • wants
    The wishes, needs, cravings, demands, or desires of human beings.
    warehouse
    A physical facility used primarily for the storage of goods held in anticipation of sale or transfer within the marketing channel.
    warehouse club
    Refer to "See Also" column to the right.
    >>See Also
  • wholesale club
  • warehouse receipts
    The receipts that every public warehouse issues to depositors for goods placed in storage.
    warehouse retailing
    The retailing of certain types of merchandise, particularly groceries, drugs, hardware, home improvement, and home furnishings, in a superstore type of warehouse atmosphere. The facilities are typically in low-rent, isolated buildings with a minimum of services offered, and the consumer performs the bulk of the functions in a self service mode
    warehouse store
    A large discount retailer that offers merchandise in a no frills or warehouse type of environment.
    warehouse, automated
    A facility where machine power such as conveyors, automatic sortation, ASAR, and other materials handling applications have been implemented to speed the receiving, handling, picking, and shipping of product within the facility.
    warehouse, bonded
    A warehouse that is bonded to insure the owners of the stored goods against loss
    warehouse, chain store
    An establishment that is operated by a retail multiunit organization primarily for the purpose of assembling and distributing goods and performing other wholesale functions for the stores of such an organization.
    warehouse, contract
    A facility where the user of the warehouse contracts with a third party for some mix of labor, management, and materials handling capability over a specified contract period. The contract period usually exceeds one year.
    warehouse, field
    A warehouse facility used to store and transfer merchandise enroute from manufacturing location to other channel members.
    warehouse, private
    A private, or corporate, warehouse is a facility that is operated by the buyer or the seller of the product. It may be used to store raw materials in anticipation of production, work in process, or finished goods awaiting shipment to the buyer.
    warehouse, public
    1. (physical distribution definition) A for-hire facility that is available to any business requiring storage or handling of goods. The public warehouse usually operates on a monthly contract and charges for storage plus a handling fee for receiving goods and moving goods out of storage.2. (retailing definition) A storage facility generally privately owned that does not take title to the goods it handles. It may issue receipts that can be used as security for loans.
    Warranty
    A statement or promise made to the customer that a product being offered for sale is fit for the purpose being claimed. The promise concerns primarily what the seller will do if the product performs below expectations or turns out to be defective in some way. The promise (warranty) may be full (complete protection) or limited (some corrective steps), under terms of the Magnuson-Moss Warranty-Federal Trade Commission Improvement Act (1975). It may also be expressed (orally or in writing) or only implied, and it may have time restrictions.
    waybill
    An official shipping document that identifies shipper and consignee, routing, description of goods, cost of shipment, and weight of shipment.
    weak product
    A term used (rarely) in reference to a product in the decline stage of the product life cycle or otherwise so short of market value that it is destined for early abandonment.
    wealth
    1. All material objects that have an economic value possessed by a nation. 2. The aggregate of all possessions of economic goods owned by a person
    Wearout
    A condition of inattention and possible irritation that occurs after an audience or target market has encountered a specific advertisement too many times.
    Web 2.0
    A term that refers to a second generation of Internet-based services. These usually include tools that let people collaborate and share information online, such as social networking sites, wikis, communication tools, and folksonomies. Source: Lazworld
    Web analytics
    The process of using web metrics to extract useful business information.
    >>See Also
  • web metrics
  • Web browser
    A software application that allows for the browsing of the World Wide Web. Internet Explorer is currently the most commonly used browser, followed by Netscape and several smaller applications.
    Web design
    The selection and coordination of available components to create the layout and structure of a Web page.
    Web directory
    An organized, categorized listings of Web sites.
    Web Forwarding
    Web forwarding allows for redirects to exist within an .htaccess file on a separate server. Source: SEMPO
    Web metrics
    Any of a number of measurement criteria used to evaluate the effectiveness of online marketing campaigns. Common measurements include unique visitors, page views, return visits, visit duration, conversion rate, conversion by campaign, etc.
    >>See Also
  • web analytics
  • Web page
    A HTML (Hypertext markup Language) document on the web, usually one of many together that makeup a web site. Source: Lazworld
    Web Server Logs
    Most web server software, and all good web analytics packages, keep a running count of all search terms used by visitors to your site. These running counts are kept in large text files called Log Files or Web Server Logs. Useful for developing and refining PPC campaign keyword lists. Source: SEMPO
    Web site
    A collection of interconnected electronic "pages" available on the Internet used to provide information about a company, organization, cause or individual.
    Web site traffic
    Any of a number of measures to describe the amount of visitors and vists a Web site receives.
    Web site usability
    The ease with which visitors are able to use a Web site.
    Web Sponsorship
    The purchase (in cash or trade) of the right to exploit the commercial potential associated with a site on the World Wide Web, including integrated relationship building and branding. Source: IEG
    Web TV
    Television set-top boxes that allow users to browse the Internet from their televisions without a computer system. Perennial future opportunity as new PPC ad channel offering the option to use rich media formats. Source: SEMPO
    Webb-Pomerene Association
    Organizations jointly owned, maintained, or supported by competing U.S. manufacturers especially and exclusively for export trade. Special legislation gives them qualified exemption from antitrust laws.
    Weber's law
    This states that product purchasers and users are more interested in the relative differences between products than in the absolute characteristics of products standing alone.
    Webmaster
    The individual assigned to administering a corporation or organization's web site. This person lays out the information trees, designs the look, codes HTML pages, handles editing and additions and checks that links are intact. In addition, he or she monitors, routes and sometimes responds to email generated by the site. Source: Lazworld
    website
    Refer to "See Also" column to the right.
    >>See Also
  • Web site
  • weeks' supply method of stock planning
    A method of stock planning whereby one plans for a certain number of weeks' supply. In utilizing this method, it is assumed that the same stock turnover can be maintained throughout the selling season; thus, inventory carried is in direct proportion to expected sales.
    What-if-analysis
    Refer to "See Also" column to the right.
    Wheel of Consumer Analysis
    A simple model of the key factors in understanding consumer behavior and guiding marketing strategy. It consists of three parts: affect and cognition, behavior, and the environment.
    wheel of retailing theory
    A theory of retail institutional change that explains retail evolution with an institutional life cycle concept.
    Wheeler Lea Act (1938)
    This act was an amendment to the Federal Trade Commission Act that added the phrase "unfair or deceptive acts or practices in commerce are hereby declared unlawful" to the Section 5 prohibition of unfair methods of competition, in order to provide protection for consumers as well as competition.
    white goods
    1. Large kitchen appliances. 2. Sheets and other bedding items.
    whois
    A utility that returns ownership information about second-level domains.
    wholesale club
    A general merchandise wholesaler and/or retailer that offers a limited merchandise assortment with little service at low prices and sells only to club member ultimate consumers and member trade people. It is sometimes called a warehouse club. (See also closed-door discount house.)
    wholesale distributor
    Refer to "See Also" column to the right.
    wholesale establishment
    A recognizable place of business that is primarily engaged in performing marketing functions, including the functions of exchange on the wholesale level of distribution.
    wholesale market center
    A concentration of vendors' sales offices or display rooms in one place, usually a city or an area within a city. Sometimes it is identified by a concentration of production facilities, as well s sales offices.
    wholesale merchant
    An establishment primarily engaged in buying and selling merchandise in the domestic market and performing the principal wholesale functions.
    >>See Also
  • distributor
  • wholesale price index (WPI)
    A relative measure maintained by the U.S. government of average price changes in commodities sold in wholesale markets in the United States.
    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 sponsored cooperative
    A form of contractual vertical marketing system that is an example of forward integration. Retailers achieve vertical system advantages by affiliating with a sponsoring wholesaler.
    wholesaling
    1. All transactions in which the purchaser is actuated by a profit or business motive in making the purchase, except for transactions that involve a small quantity of goods purchased from a retail establishment for business use, which is considered a retail purchase. 2. For U.S. Census of Business purposes, include the foregoing as based on the institutional structure of business establishments primarily engaged in wholesale trade.
    Widget
    A widget is a live update on a website, webpage, or desktop. Widgets contain personalized neatly organized content or applications selected by its user. Source: Lazworld
    Wiki
    A web application that allows users to add content, as on an Internet forum, but also allows anyone to edit the content. Wiki also refers to the collaborative software used to create such a website. Source: Lazworld
    Wikipedia
    A multilingual, web-based, free content encyclopedia project. Wikipedia is written collaboratively by volunteers from all around the world. With rare exceptions, its articles can be edited by anyone with access to the Internet, simply by clicking the edit this page link. Since its creation in 2001, the name Wikipedia is a portmanteau of the words wiki (a type of collaborative website) and encyclopedia. Source: Lazworld
    will-call
    The products ordered by customers in advance of the time delivery is desired.
    willingness to recommend
    Willingness to recommend is a metric related to customer satisfaction. When a customer is satisfied with a product, he or she might recommend it to friends, relatives and colleagues. This willingness to recommend can be a powerful marketing advantage. Source: The MASB Common Language Project. http://www.themasb.org/common-language-project/ http://en.wikipedia.org/wiki/Willingness_to_recommend
    win-win negotiation
    A negotiating philosophy in which the negotiators attempt to uncover bases of agreement that benefit both parties.
    WOM
    Refer to "See Also" column to the right.
    Wool Products Labeling Act (1939)
    An act administered by the FTC that requires labels be affixed to products containing wool showing the percentages of new wool, reused or reprocessed wool, and other fibers or fillers that are used.
    word association
    A questionnaire containing a list of words to which respondents are instructed to reply with the first word that comes to mind.
    word association test
    Refer to "See Also" column to the right.
    Word Count
    The total number of words contained within a web document. Source: SEMPO
    Wordmark
    A "wordmark" is the stylized treatment of the brand name and serves the same functional purpose as a symbol.
    word-of-mouth communication (WOM)
    1. (consumer behavior definition) This occurs when people share information about products or promotions with friends. UPP/JCO] 2. (consumer behavior definition) The information imparted by a consumer or individual other than the sponsor. It is sharing information about a product, promotion, etc., between a consumer and a friend, colleague, or other acquaintance. For example, a consumer may tell a friend about a particularly good price he or she received on a product. Research has found that word-of-mouth communication about products is more likely to be negative than positive.
    word-of-mouth promotion
    Refer to "See Also" column to the right.
    workable competition
    An economic model of a market in which competition is less than perfect, but adequate enough to give buyers genuine alternatives.
    working-class
    Refer to "See Also" column to the right.
    >>See Also
  • social class
  • workload analysis
    A procedure for determining the total amount of sales effort required to cover each sales territory, after considering the sales potential and the number of accounts to be served. Comment: The number of sales calls to be made on each, the duration of each sales call, and the estimated amount of nonselling and travel time are explicitly considered.
    workroom
    A service department such as apparel alterations, drapery manufacture, furniture polishing and repair, or carpet workroom.
    World Bank
    Refer to "See Also" column to the right.
    world organization
    Refer to "See Also" column to the right.
    World Wide Web
    A portion of the Internet that consists of a network of interlinked Web pages. This is the aspect of the Internet most familiar to users.
    >>See Also
  • Internet
  • WPI
    Refer to "See Also" column to the right.
    WYSIWYG
    What you see is what you get. A type of editor used for creating web pages. Source: Lazworld