Retailers Often Say They Are "Going to Market

Retailers often say they are "going to market." What does "market" mean in this context?

A) The intention to price merchandise at whatever the "going rate" happens to be in a particular location
B) A shopping center in which the firm plans to open a new store
C) A geographic location where the retailer anticipates remarkably good prospects for above-average levels of sales
D) The place where a large number of vendors are concentrated
E) The target consumers at whom a line of merchandise will be aimed