The document discusses different types of relationships between buyers and sellers, from transactional exchanges to strategic partnerships. It notes that partnerships require mutual trust, dependability, competence, open communication, common goals, and a commitment to mutual gain. Successful relationships also need organizational support through training, rewards, and technology. Relationships develop over time from awareness to commitment as investments are made in sharing information. Choosing the right partner depends on size, access to innovation, and managing the relationship for long-term benefit.

1. Building Partnering Relationships Chapter 2

5. The Evolution of Personal Selling

10. Dependence Increases as Relationships become Important Transactional High Low Relationships High Low Dependence Relationship Partnership

12. Partnering with Customers

25. Types of Relationships Between Buyers and Sellers

27. Foundations of Successful Relationships

37. End of Chapter 2

38. Thank you