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Wants: the form, shaped by culture and individual personalities, in which basic human needs are given expression.

Weighting: a method of rating the degree of importance of a factor or variable.

Whitegoods: a classification of consumer durables which includes refrigerators, dishwashers, clothes dryers, washing machines.

Wholesaler: a marketing intermediary engaged in buying from manufacturers in bulk to resell to retailers or industrial buyers in smaller quantities.