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