Advertising and production of a seasonal good for a heterogeneous market

We bring some concepts from market segmentation, which is a fundamental topic of marketing theory and practice, into the statement of an advertising and production problem for a seasonal product with Nerlove–Arrow’s linear goodwill dynamics. We consider two kinds of situations. In the first one, the advertising process can reach selectively each segment. In the second one, one advertising medium is available which has a known effectiveness spectrum for a non-trivial set of segments. In both cases we solve, using the Pontryagin’s Maximum Principle conditions, the optimal control problems in which goodwill productivity of advertising is concave and good production cost is convex. Two special cases are discussed in detail.     

Advertising for a new product introduction: A stochastic approach

We formulate a stochastic extension of the Nerlove and Arrow’s advertising model in order to analyze the problem of a new product introduction. The main idea is to introduce some uncertainty aspects in connection both with the advertising action and the goodwill decay, in order to represent the random consequences of the advertising messages and of the word-of-mouth publicity, respectively. The model is stated in terms of the stochastic optimal control theory and a general study is attempted using the stochastic Maximum Principle. Closed form solutions are obtained under linear quadratic assumptions for the cost and the reward functions. Such optimal policies suggest that the decision-maker considers both the above mentioned phenomena as opportunities to increase her/his final reward. After stating some general features of the optimal solutions, we analyze in detail three extreme cases, namely the deterministic model and the stochastic models with either the word-of-mouth effect only, or the lure/repulsion effect only. The optimal policies provide us with some insight on the general effects of the advertising action. Supported by MIUR and University of Padua.     

Pricing and Advertising of Private and National Brands in a Dynamic Marketing Channel

We consider a marketing channel where a retailer sells, along the manufacturer’s brand, its own store brand. We assume that each player invests in advertising in order to build the brand’s goodwill. One distinctive feature of this paper is the introduction of the negative effect of own advertising on other player’s goodwill stock evolution. We characterize feedback-Nash pricing and advertising strategies and assess the impact of the store brand and national brand’s goodwill stocks on these strategies in different settings. The main findings suggest first that investing in building up some equity for each brand reduces the price competition between them and propels the market power for both. Second, the retailer will pass to consumer an increase in its purchasing cost of the national brand in all situations as no coordination is taken into account to counter the double marginalization problem. Finally, the higher the brand equity of the store brand, the more the retailer invests in advertising.     

Single-Machine Scheduling with Exponential Processing Times and General Stochastic Cost Functions

We study a single-machine stochastic scheduling problem with n jobs, in which each job has a random processing time and a general stochastic cost function which may include a random due date and weight. The processing times are exponentially distributed, whereas the stochastic cost functions and the due dates may follow any distributions. The objective is to minimize the expected sum of the cost functions. We prove that a sequence in an order based on the product of the rate of processing time with the expected cost function is optimal, and under certain conditions, a sequence with the weighted shortest expected processing time first (WSEPT) structure is optimal. We show that this generalizes previous known results to more general situations. Examples of applications to practical problems are also discussed.This work was partially supported by the Research Grants Council of Hong Kong under Earmarked Grants No. CUHK4418/99E and No. PolyU 5081/00E.     

Advertising decisions for a segmented market

We consider the problem of choosing the levels of a set of advertising media in order to maximize the firm profit when the market is heterogeneous. Advertising efforts affect the demand of the different segments variably and we assume that the advertising effects on demand over time are mediated by a vector goodwill variable. A first general advertising decision problem is stated and solved in the non-linear programming framework. A preference index is then obtained for the medium selection problem when each segment demand function is linear in goodwill and each medium advertising cost function is quadratic in its level. Finally the theoretical case of disjoint advertising media is discussed.     

Numerical Methods for Single Machine Scheduling with Non-linear Cost Functions to Minimize Total Cost

In this paper we are concerned with the problem of sequencing a given set of jobs without preemption on a single machine so as to minimize total cost, where associated with each job is a processing time and a differentiable cost function defined on the completion time of the job. The problem, in general, is NP-complete and, therefore, there is unlikely to be an algorithm to solve the problem in reasonable time, thus a heuristic algorithm is desirable. We present two heuristic algorithms to solve the problem. The first algorithm is based on the differential of the cost functions, and the second algorithm is based on the least square approximation of the cost functions. Computational experiences for the case of quadratic, cubic, and exponential cost functions are presented.     

Cooperative Advertising in a Marketing Channel

This paper examines dynamic advertising and promotion strategies in a marketing channel where the retailer promotes the manufacturer product and the manufacturer spends on advertising to build a stock of goodwill. We assume that sales depend on goodwill and promotion activities and that there are decreasing marginal returns to goodwill. Two scenarios are studied. First, the manufacturer and retailer determine noncooperatively their respective strategies. Second, the game is played à la Stackelberg with the manufacturer as the leader who supports partially the cost of the promotion activities of the retailer. In both cases, stationary Markovian strategies are characterized. These scenarios are examined also in the absence of decreasing marginal effect of goodwill on sales. The results show that, whether or not the goodwill stock has a decreasing marginal effect on sales, the cooperative advertising program is a coordinating mechanism in the marketing channel, i.e., both players receive higher payoffs.     

Profit maximization from the sales of products which have limited lifetimes in a fixed price market

The optimization of profit resulting from the sales of products which have limited lifetimes is discussed. The factors considered in the analysis are selling price, cost price, disposal price and loss of goodwill. Demand which is considered to be stochastic is represented by an exponential distribution function. It is found that the factors most influential in the determination of expected profit are the cost price to produce the product and the administrative cost involved in the disposal of the product after its useful lifetime has been exceeded.     

Optimal advertising strategies with age-structured goodwill

The problem of a firm willing to optimally promote and sell a single product on the market is here undertaken. The awareness of such product is modeled by means of a Nerlove–Arrow goodwill as a state variable, differentiated jointly by means of time and of age of the segments in which the consumers are clustered. The problem falls into the class of infinite horizon optimal control problems of PDEs with age structure that have been studied in various papers either in cases when explicit solutions can be found or using Maximum Principle techniques. Here, assuming an infinite time horizon, we use some dynamic programming techniques in infinite dimension to characterize both the optimal advertising effort and the optimal goodwill path in the long run. An interesting feature of the optimal advertising effort is an anticipation effect with respect to the segments considered in the target market, due to time evolution of the segmentation. We analyze this effect in two different scenarios: in the first, the decision-maker can choose the advertising flow directed to different age segments at different times, while in the second she/he can only decide the activation level of an advertising medium with a given age-spectrum.     

Optimal dynamic advertising policies in the presence of continuously distributed time lags

The Nerlove-Arrow model of optimal dynamic advertising policies is generalized by incorporating a continuously distributed lag between advertising expenditures and increases in the stock of goodwill. This leads to a control problem where the equation of motion is given by an integro-differential equation. The transitory and steady-state properties of the optimal policies are examined, both for a general lag function and for a gamma distributed lag. The dependence of the steady-state solution on the parameters of the gamma distribution is also investigated. An example is given using specific demand and cost functions.     

Modeling a multi-attribute utility newsvendor with partial backlogging

Traditional newsvendor models usually focus on single profit maximization or cost minimization approaches. However, making a monetary estimate of the consequences of lost sales as a result of shortages is often a difficult task for many practitioners. Besides, there is still a lack of an explicit account of decision-making judgments on the multiple consequences of making decisions with regard to order quantities. In order to deal with this problem, this paper presents a multi-attribute utility model for the newsvendor problem with regard to profit, the impacts of service level on corporate image and on customers’ goodwill, and the impact on the environment arising from the disposal of unsold products. Demand is partially backlogged according to a decreasing exponential function of the waiting time. The fundamental principles and limitations related to the application of the model built are also discussed.     

The impact of product recall on advertising decisions and firm profit while envisioning crisis or being hazard myopic

The occurrence of a product recall can have a disastrous effect on the firm responsible for the recall. Any major recall by a firm can negatively affect the goodwill of the firm. Consequently, the firm incurs a substantial indirect cost due to decline in sales and loss in profit. Moreover, a competitor’s opportunistic reaction can intensify the recalling firm’s damages. Strategic use of advertising recovers lost goodwill and mitigates the damages made by a product recall. In this paper, using a goodwill based model under a differential game framework, we analyze the equilibrium strategies of two competing manufacturers when either one firm or both can issue a product recall at a random time, and investigate (i) the firms’ equilibrium advertising strategies (ii) analyze the impact of the recall on a firm’s profit (iii) introduce and investigate the effect of “hazard myopia” (a firm’s inability to foresee the crisis likelihood) on a firm’s advertising decisions and profit. Our study finds that the equilibrium advertising strategies of competing firms depend on the impact and likelihood of the recall. Notably, we find that when both the firms are focal firms without the prior knowledge of who will recall first in a planning horizon, adjusting optimal advertising at an appropriate time is essential. Surprisingly, a product-recall with a minor impact can increase the focal firm’s long-term expected profit. On the other hand, hazard myopia can be profitable if the long-term effect of the recall is small. Our findings suggest that advertising levels of firms should differ in pre-recall and post-recall regimes depending on the impact and likelihood of the recall.     

Using several advertising media in a homogeneous market

We propose a variety of models to represent the joint effect of several advertising media on the demand for a product in a homogeneous market, and discuss the associated profit maximization problems. An advertising productivity function represents the combination of several media and, together with demand and advertising cost functions, determines the features of the associated profit problem. We distinguish between additive and nonadditive advertising productivity functions, then between smooth and nonsmooth ones. The demand function may either be linear or not. We observe how different models may exhibit either synergy or interference effects. In some cases we obtain explicit optimal solutions.     

Multi-agent single machine scheduling

We consider the scheduling problems arising when several agents, each owning a set of nonpreemptive jobs, compete to perform their respective jobs on one shared processing resource. Each agent wants to minimize a certain cost function, which depends on the completion times of its jobs only. The cost functions we consider in this paper are maximum of regular functions (associated with each job), number of late jobs and total weighted completion time. The different combinations of the cost functions of each agent lead to various problems, whose computational complexity is analysed in this paper. In particular, we investigate the problem of finding schedules whose cost for each agent does not exceed a given bound for each agent.     

Advanced supply chain planning with mixtures of backorders,lost sales,and lost contract

This paper investigates a supply chain system in which a supplier prepares for the selling season by building stock levels prior to the beginning of the season and shortages realized at the beginning of the season are represented as mixtures of backorders and lost sales. Backlogged items are replenished as soon as possible through an emergency procurement as opposed to waiting until the next scheduled delivery as in many continuous review scenarios, and the backorder rate is modeled as a piecewise linear function of the magnitude of the shortage. The often intangible cost associated with lost sales and customer goodwill is also quantified. In particular, the buyer and supplier are engaged in a contractual agreement and the loss of customer goodwill from the supplier’s perspective is represented as the expected cost associated with violating the conditions of the contract. The likelihood of contract cancellation is also represented as a function of the magnitude of shortage. The optimal solution is derived in closed form for the case of exponential demand distribution, and an example problem is illustrated with numerical data in order to demonstrate calculation of the optimal solution and corresponding sensitivity analysis for demand distributions in which the solution cannot be expressed in closed form.     

Advertising a new product in a segmented market

We bring some market segmentation concepts into the statement of the “new product introduction” problem with Nerlove-Arrow’s linear goodwill dynamics. In fact, only a few papers on dynamic quantitative advertising models deal with market segmentation, although this is a fundamental topic of marketing theory and practice. In this way we obtain some new deterministic optimal control problems solutions and show how such marketing concepts as “targeting” and “segmenting” may find a mathematical representation. We consider two kinds of situations. In the first one, we assume that the advertising process can reach selectively each target group. In the second one, we assume that one advertising channel is available and that it has an effectiveness segment-spectrum, which is distributed over a non-trivial set of segments. We obtain the explicit optimal solutions of the relevant problems.     

Uniqueness of unbounded viscosity solutions for impulse control problem

We study here the impulse control problem in infinite as well as finite horizon. We allow the cost functionals and dynamics to be unbounded and hence the value function can possibly be unbounded. We prove that the value function is the unique viscosity solution in a suitable subclass of continuous functions, of the associated quasivariational inequality. Our uniqueness proof for the infinite horizon problem uses stopping time problem and for the finite horizon problem, comparison method. However, we assume proper growth conditions on the cost functionals and the dynamics.     

A singular control model with application to the goodwill problem

We consider a stochastic system whose uncontrolled state dynamics are modelled by a general one-dimensional Itô diffusion. The control effort that can be applied to this system takes the form that is associated with the so-called monotone follower problem of singular stochastic control. The control problem that we address aims at maximising a performance criterion that rewards high values of the utility derived from the system’s controlled state but penalises any expenditure of control effort. This problem has been motivated by applications such as the so-called goodwill problem in which the system’s state is used to represent the image that a product has in a market, while control expenditure is associated with raising the product’s image, e.g., through advertising. We obtain the solution to the optimisation problem that we consider in a closed analytic form under rather general assumptions. Also, our analysis establishes a number of results that are concerned with analytic as well as probabilistic expressions for the first derivative of the solution to a second-order linear non-homogeneous ordinary differential equation. These results have independent interest and can potentially be of use to the solution of other one-dimensional stochastic control problems.     

考虑参考质量效应的“农超对接”供应链动态质量改进策略

在“农超对接”背景下,以“农村合作社+超市”组成的二级供应链为研究对象,考虑消费者参考质量效应对需求的影响,利用微分博弈理论分别求得了成本分担契约、非合作以及集中决策三种情形下供应链双方的最优均衡策略及利润。研究发现:消费者参考质量效应能够激励农村合作社提高农产品质量水平,同时缓解了超市的广告宣传压力,使得超市的广告宣传水平降低;当商誉-参考质量转换程度较大时,决策者会选择以低商誉战略来维持消费者合理的农产品质量期望值,形成了农产品质量低,成员收入少的不良经营环境;成本分担契约不仅提升了农产品质量水平,同时也实现了超市和农村合作社双方利润的帕累托改善,能够缓解超市面对劣质农产品束手无策的不良局面。