Retailers Often Say They Are "Going to Market

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

A) A shopping center in which the firm plans to open a new store
B) The target consumers at whom a line of merchandise will be aimed
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 intention to price merchandise at whatever the "going rate" happens to be in a particular location