Rutsohn Phil
Marshall University Graduate College, 100 Angus E. Peyton Drive, South Charleston, WV 25303-1600, USA.
J Hosp Mark Public Relations. 2005;15(2):69-77. doi: 10.1300/J375v15n02_05.
The concept of Value Exchange is fundamental to any discipline that focuses on interactions between providers and consumers. In both the study of Marketing and the study of Economics, one learns that a producer and consumer will engage in an exchange relationship only so long as the value/cost relationship is positive. Once the cost of the exchange is equal to the value of that exchange, further economic activity is irrational. In a market-based economy, the market is obviously the regulator unless there is some imperfection inhibiting the interaction of the buyer and seller. When there is an imperfection, it is the government's responsibility to intervene and function as a proxy promoting rational buying and selling. In this paper, the author will attempt to demonstrate that the consumer has been economically irrational when purchasing anesthesia services and government has been slow and minimally effective when intervening to rectify this market imperfection.
价值交换的概念对于任何关注提供者与消费者之间互动的学科来说都是至关重要的。在市场营销学和经济学的研究中，人们了解到，只要价值/成本关系为正，生产者和消费者就会建立交换关系。一旦交换成本等于该交换的价值，进一步的经济活动就是不理性的。在市场经济中，市场显然是调节者，除非存在某种缺陷阻碍买卖双方的互动。当存在缺陷时，政府有责任进行干预，并作为促进理性买卖的代理人发挥作用。在本文中，作者将试图证明，消费者在购买麻醉服务时在经济上是不理性的，而政府在干预纠正这一市场缺陷时行动迟缓且效果甚微。
