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Context 1. The cases provided in the contexts section are up to date examples, which give students the opportunity to apply what they have learnt to real life examples. Each case is followed by its own set of questions and tasks to reinforce learning and is matched to one or more chapters of the book. These case contexts highlight marketing relationships between customers and organisations in some detail. The cases encourage application of ideas to reflect how relationship theories vary across relationship contexts, notably professional services, consumer products, business-to-business partnerships, loyalty-based sports services, and the non-profit virtual environment. In addition, not all sectors absorb relationship marketing (RM) theory effectively and some reflect the contextual pressures placed upon relationships. The case contexts have been chosen to reflect three things - first, a range of marketing environments that draw on business-to-business, business-to-consumer and consumer-to-consumer and professional, consumer and virtual contexts. Some of these contexts may form the focus of class activities set by tutors. The questions set at the end of each chapter may help to orient the reader in sifting through the key issues. In some cases we encourage the reader to apply a bounded set of classical RM theories established in the first five chapters of this text. Context 1 examines how some of the dimensions of RM may be selectively applied in markets where complex processes are involved and is best used with chapters 2 and 5 of the book.