List I                                                                                                 List II

a. The economy was characterized by                                       i. Mass Marketing
small regional suppliers who sold
goods on a local basis

b. Standardized, branded goods were                                       ii. Hyper-segmentation
sold at national level

c. Era of market differentiation based                                      iii. Segmentation
on demographic, socio-economic and
life style factors

d. Technological advancements, especially                            iv. Fragmentation
in the area of digital communication,
allow marketers to communicate with
individual consumers or very small groups