Everything wrong will bring you pain and everything good will bring you pleasure. The ends goal to have as little as pain as possible and have as much pleasure as possible 2:
In Mill's vision of utility that some pleasures are more fulfilling than others. He believes that such activities that promote the growth of human intelligence and help with your overall mental help.
3:
He believes the way to find the greatest and highest quality of happiness is through intelligence. Humans are higher than animals and believe the things that please animals should not provide us with as much of contentment as say a book should. In his eyes, it is better to be an unhappy human than a happy animal. 4: Yourself and the company around you. A person should at first think about how a choice will affect them negatively or positively than think if the choices will reap a good response from others. Having a good reputation is a part of being an overall happy person so you must put those whose opinions matter in the long run as well.