The paper presents a comprehensive analysis of various risks involved in marketing activities and the effectiveness of marketing strategies under the conditions of uncertainty and risks. A scheme of risk management based on determination and use of costs effect in forming and managing risks' portfolio, as well as the conditions of scheme realization based on the so-called adaptive distributions of possibilities' probability are desirable. In this case the main parameters of distribution of

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... bilities' probability are perceived as stochastic values used to increase the effectiveness of the methods of marketing under uncertainty conditions.