Principles of Marketing, 17/e

W

• 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, ...