The paper presents an assessment of the current situation in light industry, evaluated the prospects for further development of the market. The structure of the advertising strategy enterprises of light industry. The stages of planning an advertising strategy. Compiled list of advertising media recommended for use in the garment industry.

Keywords: light industry, advertising strategy, purpose, effectiveness, target audience, planning

The article deals with the organization of business on the basis of franchise agreements, are the benefits of this form and the possible development strategies. In addition, the article describes the possible directions of state support for the franchise as a source of employment and increase economic stability in our country.

Keywords: franchise, service, strategy, brands, investment

This article discusses current issues of modern use of the benchmarking system on the example of the clothing companies. Benchmarking is able to dramatically affect the economic and marketing activities of enterprises, as well as foster a constructive dialogue between business structures. Research results revealed the garment industry in the Rostov region, related to the type Brand Non-Recognition and Brand Recognition.

Keywords: benchmarking, comparative analysis, marketing environment, competitiveness, market conditions, the image.

В данной статье приводятся примеры стандартных и не стандартных точек контакта с потенциальными клиентами, описаны механизмы их выявления, а также приведены примеры из практического опыта работы авторов по данной теме. Дано определение понятию «клиентоориентированнсть» с точки зрения клиента, и предложены варианты, где применима данная стратегия. Поднят вопрос о качестве обслуживания и что стоит за этим пониманием для клиента, чего он ждет от сферы услуг и на что рассчитывает. В статье рассмотрены этапы анализа точек контакта, приведены примеры влияния этих точек на формирование лояльного отношения клиента к качеству услуг. 

Keywords: услуга, точки контакт, идентификация, стратегия, анализ, клиент, потребитель, контакт, точки взаимодействия, ориентация на клиента

  The purpose of this work is identification of optimum methods of an as-sessment of a resistance to stress in work of the modern organizations of a services sector. This article considers the major factors influencing effective work of the personnel in a services sector under the influence of various stressful situations.  Categories of the workers who are most subject to psychological instability on workers are defined.   

Keywords: resistance to stress, testing methods, service economy