Title chap 3 - ORGANIZATION OF A TRAVEL AGENCY.pdf ✅

4. Finance Section • Is represented y the cashier who handles records and acts custodian of all the money collected and disbursed. • Finance person assists the general manager in the cash flow management of the organization MARKETING AND SALES DEPARTMENT The department’s functional activities can be divided into 3 specific areas: 1. Marketing 2. Counter sales 3. Field sales Marketing • everything that is done to create awareness about an agency, its products and its services. Objective is to promote the corporate identity and a wholesome reputation in order to create sales opportunities Sales • Is the desired result of marketing Corporate Identity • Is the company’s “distinct image” • It is the sum total of all visual means a company uses so that it is readily identified • Its objectives are: 1. to attract clients 2. to stand out among its competitors 3. To increase returns by building up cumulative impact 4. To generate word-of-mouth endorsement 5. to speed up communication of the message 6. entice new staff members • The corporate identity is best illustrated in the company name, logo, colors and slogan. These in turn are best shown in the company’s signboard outside its premises, its calling (or business) cards, its letterheads and envelopes. • The logo projects the owner’s perception of the image they want to project. Company colors have a distinct way of attracting the eye of specific types of individuals or group of individuals. The logo ought to be simple and not crowded, 2 or 3 elements at the most. The name and how it is written (font or letter type) is also important, from modernistic to classic medieval types. • Even the way the company name and logo are positioned to the letter head and envelopes and in the calling cards play an important role in conveying the desired message. *The main difference between sales and marketing is that the marketing looks at group of individuals with common attributes and characteristics, while sales looks at a specific individual within the group. ** Marketing is strategic and conceptual and requires a good understanding of the target market --- who they are and what they want --- rather than a hard definition of the product. “You tailor the product to the market, not the other way around.” Marketing • Has only one objective --- to create sales opportunities • Is creating awareness of both the company and its products and services • Means maintaining a good image for long-term benefits rather than concentrating on a quick, one shot deals • Marketing activities can be divided into 5: 1. Advertising (Paid form) 2. Publications (collaterals) 3. Publicity (invite press and in return, they will write some things about your organization 4. Public Relations (face-to-face approach) 5. Promotions (Sales Discounts, Personal Selling, Direct Mailers, Trade Shows/Fairs)