MARKETING GLLOSSARY (W)

WAP
Wireless Application Protocol. Specification allowing wireless devices to interact with information sources. A common application is the use of microbrowsers for wireless internet access.

War Horse
A product with a large market share of a declining market.

Web 2.0
Concept of the World Wide Webs transformation from a collection of websites to a computing platform supporting web applications, harnessing (pooling) the intelligence of its users and allowing users to define how they interact with organisations and each other.

Weblogs
An internet publishing device allowing an individual or company to express their thoughts and opinions. Businesses can use weblogs as a marketing communication channel.

White Goods
Large electrical devices for domestic use, such as fridges, freezers and dishwashers. Used to be cased in white enamel, hence the name.

White Space
Areas of any company where strategy and authority are vague, and where useful entrepreneurial activity can flourish. Compare 'black space'.

WI-FI (Wireless Fidelity)
Wireless network connection standards allowing computers LAN (Local Area Network) access via a wireless link.

WiMAX
Worldwide Interoperability for Microwave Access. Technology to deliver wireless broadband access over distances of up to 6 miles, an alternative to broadband access via a fixed line local loop.

WOOF
Well Off Older Folk - a demographic grouping.

WOOPIES
Well-Off Older People - a demographic grouping.

Word of Mouth
The spreading of information through human interaction alone. Some campaigns have used this as key element, for example, the British Gas privatisation's 'ask Sid' promotion. See also 'viral marketing'.

Workshops
Interactive training sessions involving role play and syndicate group work exercises.