Angela Scharf, Chapter 1, Q.2

     This chapter covers many different issues regarding future benefits. The first example, regarding the Coca-Cola, introduces the idea that short-term money loss can lead to larger markets in the long-run. Another topic covered was the idea of balancing short-term utility with the long-term consequences. For example, spending a lot now versus later, and vise versa. Constantly weighing the cost and benefit is a more specific way to show this idea of spending now or waiting and the consequences. Debating whether to take a &7 taxi versus a $1.50 bus ride if running late with a client that could withdrawal a $50,000 account is an example of weighing benefits and planning for future benefits. This chapter further references the complex choices that businesses make on the daily that will affect them in long-run. An example of this is finding a happy medium between selling more and receiving little profit, or losing customers by raising prices to gain more profit.
     These examples can produce either a positive or negative result based on the decision that is made. Weighing the costs and benefits, in both the immediate utility and the long-term consequences, can provide a more beneficial decision regarding spending.