Is it possible to call ajax (or JS) from within page HTML?

Hello.
My module renders a page with a picture and a table within. The table holds a list of properties of something. When user clicks on one table cell it fires JS function which loads a picture of it and replaces the existing one on the page. Sounds simple, but how do I put a JQ listener on page element using Drupal way?
for now there is a hook_menu:

<...>$items['shop/%'] = array(
		'title' => 'one product',
		'title callback' => 'fm_fanshop_load_product_title',
		'title arguments' => array(1),
		'type' => MENU_NORMAL_ITEM,
		'page callback' => 'fm_fanshop_load_product_display',
		'page arguments' => array(1),
		'access callback' => TRUE,
	);

and the page callback:

         function fm_fanshop_load_product_display( $arg )
         {
             ...some code which makes an HTML...
            return $html;
         }