Even before a product is created, a producer might first consider who, if anyone, is interested in purchasing it. The product might then be redesigned or changed in light of what is learned about potential buyers. Once the product is ready for market, the producer must decide on a price that will be mutually acceptable. At first glance, the minimal asking price should be the production cost plus some reasonable profit. But the producer might also consider who the buyers are and what they can afford, how price might influence future pur¬chases, how the price might affect distributors and retailers, and what competi¬tors are charging before settling on a price. The producer might also consider advertising the product to attract new potential purchasers and offer incentives to promote the product among buyers. The producer might consider the lost production that results from the trip to the market and therefore consider hir¬ing someone else, a salesperson, or delegating someone, a "retailer," to handle the actual exchange itself. They might be more concerned with cash flow than profit and therefore be willing to ask a price that is below production costs. Pro¬ducers might consider where and under what conditions the product is sold, and might decide that the best chance for a sale will occur only among certain people. The producer might also consider issues of volume, and price the prod¬uct in such a way to ensure profit only after certain sales targets are met. Finally, throughout this entire process the producer might conduct market research to gather information and use that information in production, pricing, promotion, and placement decisions.