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WWallet flap envelope: Special business reply envelope that utilizes the inside of a large flap to serve as the order form.
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. See Needs.
Warehouse receipt: A receipt issued by a warehouse for goods received for storage.
Warehouse: A facility designed for temporary storage and distribution of products.
Warranty list: List of buyers who mail in warranty cards identifying the particular product and its type, with or without additional demographic data.
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.
Waste removal: The removal of trash from an area or building.
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.
Wearout: The point reached when an advertising campaign loses its effectiveness due to repeated exposure of ads. See consumer wearout.
Web browsers: Graphical interface to content on the World Wide Web (e.g., Netscape, Mosaic).
Web bugs: Software that can be introduced into an email and transmit a Web-log entry and associated cookie when the email is opened. This enables tracking of the email. Cookie-filtering software does not stop Web bugs from tracking the recipient’s online activity.
Web press: A high speed printing press that prints on both sides of a continuous roll of paper rather than individual sheets.
Weighting: 1) For evaluation of customer lists, a means of applying values to the RFUISM data for each cell (for larger lists this is better done by a computer regression analysis). 2) for merge/purge, a means of applying a form of mathematical analysis to each component for un-duplicating. 3) A method of rating the degree of importance of a factor or variable.
Wharfage: A charge assessed for handling cargo at a pier.
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.
Whiffle dust: See mummy dust.
White mail: Incoming moil that is not on a form sent out by the advertiser; all mail other than orders and payments.
White paper: Marketing tool in the form of information on the technology underlying a complex product of system and on how it will benefit the customer.
Whitegoods: A classification of consumer durables which includes refrigerators, dishwashers, clothes dryers, washing machines, etc.
Whitelist: An advance-authorized list of email addresses, held by an ISP, subscriber or other email service provider, which allows email to be delivered regardless of spam filters.
Wholesale merchant: See merchant wholesaler.
Wholesaler (reseller): Merchandiser of lists compiled or owned by others, usually working with compiled lists mainly covering a local area; differentiated from a broker by type of list and coverage.
Wholesaling: The activity of selling to buyers for resale or to further their own business operations.
Width of the Product Mix: The number of different products sold by a company.
WIFM "What's In it For Me?": Suggested radio station call letters acronym WIFM, intended to help the sales person focus on the customer and their needs by looking at the benefit of the product or service from the customers perspective.
Wildcat: Business with a high level of opportunity and a high level of threat.
Winback: The process of persuading a lapsed customer to buy again.
Windfall: A sales result that was realized outside the normal influencing role of the salesperson (e.g. company action such as a major discounting program or an atypical bulk purchase by the customer), sometimes excluded from normal incentive compensation.
Window envelope: Envelope with a die-cut portion on the front that permits viewing the address printed on an enclosure; the die-cut window may or may not be covered with a transparent material.
Window of Competitive Opportunity: See strategic window.
Wing mailer: Label-affixing device that uses strips of paper on which addresses have been printed.
Wire service: News stories, features, etc., sent by direct line to subscribing or member newspapers and radio and television stations
With the grain: When folding paper, parallel to the grain.
With-pack premium: A type of consumer sales promotion in which a free or low-cost gift is offered to purchases of a particular product; the gift is either inside the package of the product or fixed to the outside of it. See Premiums; In-Pack Premium; Near-Pack Premium; On-Pack Premium.
Word of mouth advertising: Advertising that occurs when people share information about products or promotions with friends.
Word of mouth: Spread of information through human interaction alone.
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 processor: Computer software utilized to produce individualized letters; also useful in updating and expanding smaller mailing lists.
Word-of-mouth: Oral or written recommendation by a satisfied customer to the prospective customers of a good or service. Considered to be the most effective form of promotion.
Workforce management software: Also known as agent management software, these solutions help contact center managers devise workforce schedules.
Working women: In direct mail, a relatively new selection factor. Lists may be either compiled (e.g., women executives of S&P major companies) or mail order responsive (e.g., paid subscribers to Working Woman magazine).
Workload: 1) It is the amount of work to be done in a given time frame. In any environment, there are tasks to be completed and each task will take a certain amount of time. The total amount of time spent required to finish all the tasks is the total project workload. Workload is used to determine how many base staff are needed to serve the customers. This is also known as Contacts. It is the number of calls that actually are handled by an agent or by the IVR system. Different IVR systems will have different definitions of "handled". On the agent side, the call is counted if it is answered by an agent. Also it is always less than or equal to NCO. Calculation is done by subtracting NCA from NCO. (2) It is the amount of work to be done in a given time frame. In any environment, there are tasks to be completed and each task will take a certain amount of time. The total amount of time spent required to finish all the tasks is the total project workload. Workload is used to determine how many base staff are needed to serve the customers.
Workplace marketing: A direct-selling strategy in which manufacturers sell their products to consumers at their place of work, for example, Avon employs working women to sell its cosmetics in their offices, also known as workplace selling or worksite marketing.
Workplace-selling program: A direct-selling strategy in which manufacturers sell their products to consumers at their place of work; for example, Avon employs working women to sell its cosmetics in their offices.
Worksite marketing: See workplace marketing.
Workstation: 1) Area where telephone reps perform their jobs; (2) integrated voice/data terminal.
World brand: A global brand; a brand that sells in many different countries. For example, Coca-Cola, McDonald's, Marlboro. See Global Brands.
World Wide Web: A system of Internet servers comprised of HTML documents and graphics that can link to one another. Not all Internet servers are part of the World Wide Web.
Worldwide adaptation: 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.
Back to TopYYes...But Method: See indirect denial method.
Yield: 1) Count anticipated from a computer inquiry; (2) responses received from a promotional effort; (3) mailable totals from a merge/purge.
Young marrieds: An early stage in the family life cycle, the "young marrieds" group is often targeted by marketers as it is financially well-off and keen to spend, especially on durables, see family life cycle.
Yuppie puppies: See baby bouncers.
Yuppie: Commonly used term to describe a lifestyle-based market segment consisting of "young, urban professionals". See Psychographic Segmentation.
Back to TopZZ Score: Also called a standard score. The z score for an item, indicates how far and in what direction that item deviates from its distribution's mean, expressed in units of its distribution's standard deviation.
Zero based budgeting: A method of budgeting in which past sales and previous expenditure levels are ignored, the company formulates its profit goals, determines the actions that will be required to achieve its goals, and estimates the expenditures that will be necessary to carry out the actions.
Zero level channel: See direct marketing channel.
Zip code (Zone Improvement Plan): Registered trademark of the Postal Service; a five- or nine-digit code identifying regions in the United States.
Zip code count: In a list, the number of names and addresses within each zip code.
Zip code omission: Loss of :a zip code on a given mailing list.
Zip code sequence: Arrangement of names and addresses on a list according to the numeric progression of the zip code in each record. This form of list formatting is mandatory for mailing at bulk third-class mail rates, based on the Postal Service sorting requirement.
Zip code string: Merging of multiple selections into one zip code string to avoid minimums.
Zip 4: Designation by the Postal Service for the nine-digit zip-coding structure.
Zone pricing: A pricing method in which all customers within a defined zone or region are charged the same price, more distant customers pay a higher price than those closer to the company's dispatch point, also called multiple zone pricing.
Zoo: The booth two hours before the show opens.
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This marketing glossary is a comprehensive dictionary of business-to-consumer (B2C), business-to-business (B2B) and general marketing terms, as well as terms related to specific areas of marketing. Should you not find the term you are looking for, click here to contact us today and we will research the term and add it to this page.
