An analysis on the marketing budget of a newsvendor

Mehmet Güray Güler*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

3 Citations (Scopus)

Abstract

Firms allocate budget for marketing related expenditures to boost the demand or to reduce the uncertainty in the demand. We study the characterization of optimal budget allocation of a newsvendor who has to decide on these expenditures together with the production quantity. It can increase the demand through advertising and reduce the uncertainty through a market research. We study three cases. First, we study an unlimited budget case where the advertising does not affect the variance of the demand. Then we study the same setting under limited budget. Last, we model the variance to be dependent also on advertising expenditure. In terms of demand distribution, we analyze normal distribution and uniform distribution. We also study distribution-free demand case. We show that a newsvendor should allocate higher advertising budget to profitable products and higher market research budget to products with higher costs.

Original languageEnglish
Pages (from-to)2587-2603
Number of pages17
JournalOperational Research
Volume22
Issue number3
DOIs
Publication statusPublished - Jul 2022
Externally publishedYes

Bibliographical note

Publisher Copyright:
© 2021, The Author(s), under exclusive licence to Springer-Verlag GmbH, DE part of Springer Nature.

Keywords

  • Advertising
  • Inventory
  • Newsvendor
  • Variance reduction

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