Couple of options
1: You can use the Document Categories, and make "Markets" a category instead. This way you can pull in products by markets through a simple SQL Query of
DocumentID in (select DocumentID from CMS_Document_Category where CategoryID = (Select top 1 CategoryID from CMS_Category where CategoryName = 'MarketABC'))
2: You can use a Multiple select checkbox form control, set the data source to "SQL Query" as you mentioned and do a query of "Select Name, CodeName from Content_Markets" or something similar.
3: There is also in the Page Properties tab (not on the form, but in the properties) a "Related Document" section that you can relate one document (product) to other documents (markets). (see here)