FUNCTIONS OF THE RETAILER

1. 
   The retailer sells in small quantities to the consumer.
   
2. 
   He provides credit facility to the consumer.
   
3. 
   The retailer offers after sales service.
   
4. 
   The retailer advices the consumer on the use of the goods.
   
5. 
   He advises the wholesaler about the change in taste and the demands of the consumers.
   
6. 
   The retailer reduces the burden of storage on the wholesaler.
   
7. 
   He/she stores variety of goods to meet the need of the consumer.
   

6b.

Advantages of advertising	Disadvantages of advertising
It increases the sales of a company’s product and services. It leads to competition between producers of similar product, thereby improving the quality of the goods. It enables a consumer to make a well informed choice of the products. It leads to expansion of the business.	It can be used to misinform consumers. It is expensive and therefore leads to an increase in the cost of production. It can lead to monopoly of products in the market.

6c. Persuasive advertising, competitive advertising, generic/mass advertising, specific advertising.

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