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Key terms and concepts ?Search engine optimization (SEO): SEO is the practice that aims to improve a website's ranking for specific keywords in the search engines.Market share: In strategic management and marketing, market share is the percentage or proportion of the total available market or market segment that is being serviced by a company.Pay per click (PPC): Pay per click is advertising where the advertiser pays only for each click on their advert, not for the opportunity for it to be seen or displayed.Tactic: A specific action or method that contributes to achieving a goal.Short Message Service (SMS): Electronic messages sent on a cellular network.???????

Key terms and concepts
❖ Market share: In strategic management and marketing, market share is the
percentage or proportion of the total available market or market segment
that is being serviced by a company.
❖ Metric: A unit of measurement.
❖ Pay per click (PPC): Pay per click is advertising where the advertiser pays
only for each click on their advert, not for the opportunity for it to be seen
or displayed.
❖ Return on investment (ROI): The ratio of cost to profit.
❖ Search engine optimization (SEO): SEO is the practice that aims to improve
a website’s ranking for specific keywords in the search engines.
❖ Short Message Service (SMS): Electronic messages sent on a cellular
network.
❖ Tactic: A specific action or method that contributes to achieving a goal.
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Chapter1: Strategy and context
1.3 What is marketing?
❖ In 2012, Dr Philip Kotler defined marketing as “The science and art of
exploring, creating and delivering value to satisfy the needs of a target
market at a profit.
❖ In order to motivate people to pay for your product or service, or to
consider your organization superior to your competitors, you need to create
meaningful benefits and value for the consumer.
❖ The design of the product or service itself can be a function of marketing.
Doing this often and consistently will grow trust in and loyalty towards, the
brand and create strong brand equity.