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In [\\textit{S. Sava\u015faneril} et al., Oper. Res. 58, No. 2, 383--395 (2010; Zbl 1226.90027)], the optimal dynamic lead time quotation policy in a one-stage production and inventory system with a base stock policy for maximizing the system's profit and its properties are discussed. In this system, each arriving customer decides whether he/she enters the system based on the quoted lead time informed by the system. On the other hand, the customer's utility may be small under the optimal quoted lead time policy because the actual lead time may be longer than the quoted lead time. We use a utility function with respect to benefit of receiving products and waiting time and propose several kinds of heuristic lead time quotation policies. These are compared with optimal policies with respect to both profits and customer's utilities. Through numerical examples some kinds of heuristic policies have better expected utilities of customers than the optimal quoted lead time policy maximizing system's 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