According to lecture/Kurtz, all of the following are true of how Kurtz presents the major historical eras of marketing EXCEPT:
a) The production orientation of the production era that holds to a business philosophy stressing efficiency in producing a quality product, with the additional attitude toward marketing that "a good product will not sell itself without also producing good ads"
b) The sales orientation of the sales era under the belief that consumers will resist purchasing nonessential goods and services, with the attitude toward marketing that only creative advertising and personal selling can overcome consumers' resistance and persuade them to buy
c) The consumer orientation of the marketing era that holds to a business philosophy promoting a company wide consumer focus with the objective of achieving long-run success by first determining unmet consumer needs and then designing a system for satisfying them
d) The relationship marketing of the relationship era that looks to the development and maintenance of long-term, cost-effective relationships with individual customers, suppliers, employees, and other partners for mutual benefit