Core Concepts of Marketing

APPROACHINGTHEMARKET 31

AD2.1 TheOlympuscamerais partoftheconsumermarket.

ApproachingtheMarket

A;lthepartiesinanexchangeusuallyhavetheabilitytoselecttheirexchangepartner(s).

Forthecustomer,whetherconsumer,indus:rialbuyer,institution,orreseller, productchoices

aremadedaily.Fora product provider,theperson(s)ororganization(s)selectedaspoten-

tialcustomersarereferredtoasthetargetmarket.Aproductprovidermightask:giventhat

myproductwillnot beneededand/orwantedbyallpeopleinthemarket,andgiventhatmy