Fluctuations of the optimal advertising and inventory policy: A qualitative analysis

This paper discusses the properties of the inventory and advertising policy minimizing the expected discounted cost over a finite horizon in a dynamic nonstationary inventory model with random demand which is influenced by the level of promotion or goodwill. Attention is focused on the relation between the fluctuations over time of the optimal policies and the variations over time of the factors involved, i.e., demand distributions and various costs. The optimal policies are proved to be monotone in the various factors. Also, three types of fluctuations over time of the optimal policies are discussed according to which factor varies over time. For example, if over a finite interval, the random demand increases (stochastically) from one period to the next, reaches a maximum and then decreases, then the optimal inventory level will do the same. Also the period of maximum of demand never precedes that of maximum inventory. The optimal advertising behaves in the opposite way and its minimum will occur at the same time as the maximum of the inventory. The model has a linear inventory ordering cost and instantaneous delivery of stocks; many results, however, are extended to models with a convex ordering cost or a delivery time lag.