MKT.7:4.4 - Compare prospective consequences and respect different relations

Compare only the alternatives that are appropriate and feasible. Consider the customer’s useful result and burden, the provider’s ability and incremental effort, future receipts or costs at their relevant times, and the remaining commitments under every alternative. Use MA.8 to keep the chosen horizon, dated flows, later obligations and uncertainty visible. A forecast of future activity is conditional, not an observed lifetime value.

Keep past acquisition expenditure in the historical account without making it a new avoidable cost. Conversely, do not remove a prior support obligation from the ending alternative merely because no future sale occurs. These distinctions can change whether continuation is feasible or worthwhile for the provider; they do not override a customer’s decision to decline it.

When the same people also cooperate in a community or another shared activity, use ECO.8 to preserve the relations and their authority. A volunteer’s willingness to help does not amend a paid service obligation, and purchasing a course does not oblige someone to participate in a community. Choose the actual agreement or rule that governs each contribution instead of using personal loyalty to blur the boundary.