Marketing is the deliberate and systematic attempt to own a market. Find this and other important marketing terms defined in Dangerous Kitchen's "How To Go To Market" prime

1. How To Go To Market
a Dangerous Kitchen primer
Text by Alan Deeter
Illustrations by Rich Goidel
© 2011 Dangerous Kitchen, Inc. All rights reserved.

2. ?
A group of people with a common PROBLEM who reference each other is a MARKET.

3. ?
A group of people with a common PROBLEM who reference each other is a MARKET.

4. The deliberate and systematic attempt to own a MARKET is called MARKETING.

5. The deliberate and systematic attempt to own a MARKET is called MARKETING.

6. MARKETING works to create DISPARITY between your product and all others.

7. MARKETING works to create DISPARITY between your product and all others.

8. DISPARITY means you produce unique functional, emotional, and transformative OUTCOMES.

9. DISPARITY means you produce unique functional, emotional, and transformative OUTCOMES.

10. To produce unique OUTCOMES, rethink the entire user experience to create a NEW CATEGORY.

11. To produce unique OUTCOMES, rethink the entire user experience to create a NEW CATEGORY.

12. When you create a NEW CATEGORY, you will enjoy category DOMINANCE.

13. When you create a NEW CATEGORY, you will enjoy category DOMINANCE.

14. Competitors will copy your outcomes and experiences,
=
so defend your DOMINANCE by ascribing MEANING to them.

15. Competitors will copy your outcomes and experiences,
=
so defend your DOMINANCE by ascribing MEANING to them.

16. =
The MEANING the market associates with the outcomes and experiences of
ACME
owning and using your product – both good and bad – is your BRAND.

17. =
The MEANING the market associates with the outcomes and experiences of
ACME
owning and using your product – both good and bad – is your BRAND.

18. M OTO R
ACME HARLEY-DAVIDSON
CO
P
M AN Y
When a BRAND acts as a cultural leader for the people in its market, it's a KILLER BRAND.

19. M OTO R
ACME HARLEY-DAVIDSON
CO
P
M AN Y
When a BRAND acts as a cultural leader for the people in its market, it's a KILLER BRAND.

20. M OTO R
HARLEY-DAVIDSON
OM
P
AN Y
C
KILLER BRANDs enjoy category exclusivity... ...in PERPETUITY.

21. M OTO R
HARLEY-DAVIDSON
OM
P
AN Y
C
KILLER BRANDs enjoy category exclusivity... ...in PERPETUITY.

22. The End
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