Scientific sources demonstrate different attitudes of researchers to cryptocurrencies because they treat them as a category of currency, virtual money, commodity, etc. Accordingly, the relation to the valuation and risk of cryptocurrency as an investment object is different. The purpose of the article is to identify cryptocurrency value formation factors and determine the risks of investing in cryptocurrency. Cryptocurrency is simultaneously considered a currency, an asset with uncertain income, and a specific product, the price of which is determined by the energy costs for mining new cryptocurrency blocks. Thus, the paper examines the risks of investing in cryptocurrency from several positions. First, the study identifies the factors of formation of the value and risk of cryptocurrency as ordinary money based on comparing cryptocurrency with traditional money. Unlike traditional money, cryptocurrency is not tied to the economic performance of a particular country; also, central banks do not control or regulate their mining. Instead, the cryptocurrency emissions depend on the computational capacity of the equipment used for their mining. As a financial asset, cryptocurrency can be a “financial bubble” because their value increasing often exceeds the cost of mining. On the other hand, given the emergence of cryptocurrency as a phenomenon of the information economy, the paper analyses the impact of specific technical features (cryptographic hashing algorithm, the complexity of creating new blocks, the technology of verification of mining operations, etc.) on the risk of investing in cryptocurrency assets.

The article reveals the role of innovations in the system of sales management and substantiates the need for their management. The state of innovation activity in Ukraine is analyzed. The main factors that significantly influenced the decision of enterprises to develop and implement innovative projects or hindered the implementation of innovative activities are indicated. It is emphasized that the activity of creating and implementing marketing innovations affects the productivity of the enterprise, and its ability to enter new national and foreign markets. The study substantiates the criteria for choosing commercial and marketing innovations with further improvement of their typology.

Introduction. The effectiveness of the introduction and use in the marketing and sale of agricultural enterprises of information systems and technologies are one of the main factors influencing its competitiveness by increasing the level of flexibility and the degree of use of its marketing potential, ie by improving marketing and sale activities of agricultural enterprises. The purpose of the article is to form the principles of information support of strategic management of marketing and sales in an agricultural enterprise and on their basis to develop the architecture of the organizational and economic mecha-nism of this process. Research methodology. The article uses the method of analysis and synthesis, abstract-logical, monographic, obser-vation, sampling and grouping, generalization and comparative analysis, logical-structural and graphical modeling. Results. The principles of building a system of information marketing support of the enterprise are substantiated. The scheme of functioning of the system of collection and use of marketing information of the agrarian enterprise is offered. The structure of information marketing support of the enterprise with detailing of its components is revealed: external mar-keting information and internal marketing information. The author's architectonics of the organizational and economic mechanism of information support of strategic management of marketing and sales in the agricultural enterprise is offered. Conclusions. All information flows, circulating between the subjects of the relevant field of activity, form a system of marketing and sales information, which is a common set of all received, analyzed and finished data, which are used together and depend on one. The marketing information system can correctly form and function optimally only to combine all the components, their interaction between users and the full amount of information at each of the different stages. An important point is to create mandatory feedback systems with each of the components - after using the information system, its produc-tion and optimization and provision as feedback for further implementation of such information before the current visit of information flows. Key words: information, strategic management, marketing, sales, architectonics, organizational and economic mech-anism.

Introduction. The efficiency of all participants in the domestic market of agri-food products significantly depends on the quality of implementation of procedures for managing the production and commercial activities of entities that belong to the spheres of production and circulation of this market. The objective circumstance that explains this process is that market relations form a complex system, which is the environment of interaction of market participants, whose behavior significant-ly affects the success of their activities. The subjective circumstance is the action of the situational component of the for-mation of the situation, which may also to some extent be a consequence of the implementation of the marketing policy of individual market participants. The purpose of the article is to determine the impact of marketing activities of producers on the formation of market characteristics of the domestic market of agricultural products and identify their features inherent in the domestic economy. Results. On the basis of a complex scientific research, the elements of the marketing complex of the subjects of the domestic market of agricultural products were systematized. It is established that all the structural and functional tools of the marketing complex are used to varying degrees by the subjects of the agricultural market to form a competitive advantage, especially in the short term. At the same time, it is through competitive mechanisms that marketing measures influence the formation of market characteristics of the market of agricultural products. And it is thanks to them that the market equilibri-um is disturbed, which, in turn, becomes the lever of the evolution of the market under consideration. It is the presence of disparities in the possibilities of application of the marketing complex by different functional groups of market participants that leads to distortions in the volume and price dynamics of the market and makes the latter more profitable for maintaining market positions of dominant market groups. Key words: marketing activity, agricultural producers, market of agricultural products, sales, marketing tools.