document_title: Market segmentation

question_text: what are the four bases of market segmentation

question_tokens: what are the four bases of market segmentation

text: Market segmentation

text: Definition and brief explanation[edit]

text: Market segmentation is the process of dividing up mass markets into groups or segments with similar needs and wants.[1] The rationale for market segmentation is that in order to achieve competitive advantage and superior performance, firms should: "(1) identify segments of industry demand, (2) target specific segments of demand, and (3) develop specific 'marketing mixes' for each targeted market segment."[2] From an economic perspective, segmentation is built on the assumption that heterogeneity in demand allows for demand to be disaggregated into segments with distinct demand functions.[3]

text: History[edit]

text: The business historian, Richard S. Tedlow, identifies four stages in the evolution of market segmentation:[4]

text:
Fragmentation (pre 1880s): The economy was characterised by small regional suppliers who sold goods on a local or regional basis
Unification or Mass Marketing (1880s–1920s): As transportation systems improved, the economy became unified. Standardised, branded goods were distributed at a national level. Manufacturers tended to insist on strict standardisation in order to achieve scale economies with a view to penetrating markets in the early stages of a product's life cycle. e.g. the Model T Ford
Segmentation (1920s–1980s): As market size increased, manufacturers were able to produce different models pitched at different quality points to meet the needs of various demographic and psychographic market segments. This is the era of market differentiation based on demographic, socio-economic and lifestyle factors.
Hyper-segmentation (1980s+): a shift towards the definition of ever more narrow market segments. Technological advancements, especially in the area of digital communications, allow marketers to communicate with individual consumers or very small groups. This is sometimes known as one-to-one marketing.

text: The practice of market segmentation emerged well before marketers thought about it at a theoretical level.[5] Archaeological evidence suggests that Bronze Age traders segmented trade routes according to geographical circuits.[6] Other evidence suggests that the practice of modern market segmentation was developed incrementally from the 16th century onwards. Retailers, operating outside the major metropolitan cities, could not afford to serve one type of clientele exclusively, yet retailers needed to find ways to separate the wealthier clientele from the "riff raff". One simple technique was to have a window opening out onto the street from which customers could be served. This allowed the sale of goods to the common people, without encouraging them to come inside. Another solution, that came into vogue from the late sixteenth century, was to invite favoured customers into a back-room of the store, where goods were permanently on display. Yet another technique that emerged around the same time was to hold a showcase of goods in the shopkeeper's private home for the benefit of wealthier clients. Samuel Pepys, for example, writing in 1660, describes being invited to the home of a retailer to view a wooden jack.[7] The eighteenth century English entrepreneurs, Josiah Wedgewood and Matthew Boulton, both staged expansive showcases of their wares in their private residences or in rented halls to which only the upper classes were invited while Wedgewood used a team of itinerant salesmen to sell wares to the masses.[8]

text: Evidence of early marketing segmentation has also been noted elsewhere in Europe. A study of the German book trade found examples of both product differentiation and market segmentation in the 1820s.[9] From the 1880s, German toy manufacturers were producing models of tin toys for specific geographic markets; London omnibuses and ambulances destined for the British market; French postal delivery vans for Continental Europe and American locomotives intended for sale in America. [10] Such activities suggest that basic forms of market segmentation have been practised since the 17th century and possibly earlier.

text: Wendell R. Smith is generally credited with being the first to introduce the concept of market segmentation into the marketing literature in 1956 with the publication of his article, "Product Differentiation and Market Segmentation as Alternative Marketing Strategies."[11] Smith's article makes it clear that he had observed "many examples of segmentation" emerging and to a certain extent saw this as a natural force in the market that would "not be denied."[12] As Schwarzkopf points out, Smith was codifying implicit knowledge that had been used in advertising and brand management since at least the 1920s.[13]

text: Contemporary market segmentation emerged in the twentieth century as marketers responded to two pressing issues. Demographic and purchasing data were available for groups but rarely for individuals and secondly, advertising and distribution channels were available for groups, but rarely for single consumers. Between 1902 and 1910, George B Waldron, working at Mahin's Advertising Agency in the United States used tax registers, city directories and census data to show advertisers the proportion of educated vs illiterate consumers and the earning capacity of different occupations etc. in a very early example of simple market segmentation.[14][15] In 1924 Paul Cherington developed the 'ABCD' household typology; the first socio-demographic segmentation tool.[14][16] With access to group level data only, brand marketers approached the task from a tactical viewpoint. Thus, segmentation was essentially a brand-driven process.

text: Until relatively recently, most segmentation approaches have retained this tactical perspective in that they address immediate short-term decisions; such as describing the current “market served” and are concerned with informing marketing mix decisions. However, with the advent of digital communications and mass data storage, it has been possible for marketers to conceive of segmenting at the level of the individual consumer. Extensive data is now available to support segmentation at very narrow groups or even for the single customer, allowing marketers to devise a customised offer with an individual price which can be disseminated via real-time communications.[17] Some scholars have argued that the fragmentation of markets has rendered traditional approaches to market segmentation less useful.[18]

text: Criticisms[edit]

text: The limitations of conventional segmentation have been well documented in the literature.[19] Perennial criticisms include:

text:
that it is no better than mass marketing at building brands[20]
that in competitive markets, segments rarely exhibit major differences in the way they use brands[21]
that it fails to identify sufficiently narrow clusters[22]
geographic/demographic segmentation is overly descriptive and lacks sufficient insights into the motivations necessary to drive communications strategy[23]
difficulties with market dynamics, notably the instability of segments over time[24][25] and structural change which leads to segment creep and membership migration as individuals move from one segment to another[26]

text: Market segmentation has many critics. But in spite of its limitations, market segmentation remains one of the enduring concepts in marketing and continues to be widely used in practice. One American study, for example, suggested that almost 60 percent of senior executives had used market segmentation in the past two years.[27]

text: Market segmentation strategy[edit]

text: A key consideration for marketers is whether to segment or not to segment. Depending on company philosophy, resources, product type or market characteristics, a businesses may develop an undifferentiated approach or differentiated approach. In an undifferentiated approach, the marketer ignores segmentation and develops a product that meets the needs of the largest number of buyers.[28] In a differentiated approach the firm targets one or more market segments, and develops separate offers for each segment.[28]

text: In consumer marketing, it is difficult to find examples of undifferentiated approaches. Even goods such as salt and sugar, which were once treated as commodities, are now highly differentiated. Consumers can purchase a variety of salt products; cooking salt, table salt, sea-salt, rock salt, kosher salt, mineral salt, herbal or vegetable salts, iodized salt, salt substitutes and many more. Sugar also comes in many different types - cane sugar, beet sugar, raw sugar, white refined sugar, brown sugar, caster sugar, sugar lumps, icing sugar (also known as milled sugar), sugar syrup, invert sugar and a plethora of sugar substitutes including smart sugar which is essentially a blend of pure sugar and a sugar substitute. Each of these product types is designed to meet the needs of specific market segments. Invert sugar and sugar syrups, for example, are marketed to food manufacturers where they are used in the production of conserves, chocolate and baked goods. Sugars marketed to consumers appeal to different usage segments – refined sugar is primarily for use on the table, while caster sugar and icing sugar are primarily designed for use in home-baked goods.

text:
Main Strategic Approaches to Segmentation[29]

Number of segments
Segmentation strategy
Comments

Zero
Undifferentiated strategy
Mass marketing: no segmentation

One
Focus strategy
Niche marketing: focus efforts on a small, tightly defined target market

Two or more
Differentiated strategy
Multiple niches: focus efforts on 2 or more, tightly defined targets

Thousands
Hypersegmentation
One-to-one marketing: customise the offer for each individual customer

tag: table

text: A number of factors are likely to affect a company's segmentation strategy:[30]

text:
Company resources: When resources are restricted, a concentrated strategy may be more effective.
Product variability: For highly uniform products (such as sugar or steel) an undifferentiated marketing may be more appropriate. For products that can be differentiated, (such as cars) then either a differentiated or concentrated approach is indicated.
Product life cycle: For new products, one version may be used at the launch stage, but this may be expanded to a more segmented approach over time. As more competitors enter the market, it may be necessary to differentiate.
Market characteristics: When all buyers have similar tastes, or are unwilling to pay a premium for different quality, then undifferentiated marketing is indicated.
Competitive activity: When competitors apply differentiated or concentrated market segmentation, using undifferentiated marketing may prove to be fatal. A company should consider whether it can use a different market segmentation approach.

text: Segmentation, targeting, positioning[edit]

text: The process of segmenting the market is deceptively simple. Seven basic steps describe the entire process including segmentation, targeting and positioning. In practice, however, the task can be very laborious since it involves poring over loads of data, and requires a great deal of skill in analysis, interpretation and some judgement. Although a great deal of analysis needs to be undertaken, and many decisions need to be made, marketers tend to use the so-called S-T-P process, that is Segmentation→ Targeting → Positioning, as a broad framework for simplifying the process.[31] Segmentation comprises identifying the market to be segmented; identification, selection, and application of bases to be used in that segmentation; and development of profiles. Targeting comprises an evaluation of each segment's attractiveness and selection of the segments to be targeted. Positioning comprises identification of optimal position and development of the marketing program.

text: Identifying the market to be segmented[edit]

text: The market for a given product or service known as the market potential or the total addressable market (TAM). Given that this is the market to be segmented, the market analyst should begin by identifying the size of the potential market. For existing products and services, estimating the size and value of the market potential is relatively straight forward. However, estimating the market potential can be very challenging when a product or service is totally new to the market and no historical data on which to base forecasts exists.

text: A basic approach is to first assess the size of the broad population, then estimate the percentage likely to use the product or service and finally to estimate the revenue potential.

text: Another approach is to use historical analogy.[32] For example, the manufacturer of HDTV might assume that the number of consumers willing to adopt high definition TV will be similar to the adoption rate for Color TV. To support this type of analysis, data for household penetration of TV, Radio, PCs and other communications technologies is readily available from government statistics departments. Finding useful analogies can be challenging because every market is unique. However, analogous product adoption and growth rates can provide the analyst with benchmark estimates, and can be used to cross validate other methods that might be used to forecast sales or market size.

text: A more robust technique for estimating the market potential is known as the Bass diffusion model, the equation for which follows:[33]

text: N(t) – N(t−1) = [p + qN(t−1)/m] x [m – N(t−1)]

text: Where:

text:
N(t)= the number of adopters in the current time period, (t)
N(t−1)= the number of adopters in the previous time period, (t-1)
p = the coefficient of innovation
q = the coefficient of imitation (the social contagion influence)
m = an estimate of the number of eventual adopters

text: The major challenge with the Bass model is estimating the parameters for p and q. However, the Bass model has been so widely used in empirical studies that the values of p and q for more than 50 consumer and industrial categories have been determined and are widely published in tables.[34] The average value for p is 0.037 and for q is 0.327.

text: Bases for segmenting consumer markets[edit]

text: A major step in the segmentation process is the selection of a suitable base. In this step, marketers are looking for a means of achieving internal homogeneity (similarity within the segments), and external heterogeneity (differences between segments).[35] In other words, they are searching for a process that minimises differences between members of a segment and maximises differences between each segment. In addition, the segmentation approach must yield segments that are meaningful for the specific marketing problem or situation. For example, a person's hair colour may be a relevant base for a shampoo manufacturer, but it would not be relevant for a seller of financial services. Selecting the right base requires a good deal of thought and a basic understanding of the market to be segmented.

text: In reality, marketers can segment the market using any base or variable provided that it is identifiable, substantial, responsive, actionable and stable.[36]

text:
Identifiability refers to the extent to which managers can identify or recognise distinct groups within the marketplace
Substantiality refers to the extent to which a segment or group of customers represents a sufficient size to be profitable. This could mean sufficiently large in number of people or in purchasing power
Accessibility refers to the extent to which marketers can reach the targeted segments with promotional or distribution efforts
Responsiveness refers to the extent to which consumers in a defined segment will respond to marketing offers targeted at them
Actionable – segments are said to be actionable when they provide guidance for marketing decisions.[37]

text: For example, although dress size is not a standard base for segmenting a market, some fashion houses have successfully segmented the market using women's dress size as a variable.[38] However, the most common bases for segmenting consumer markets include: geographics, demographics, psychographics and behavior. Marketers normally select a single base for the segmentation analysis, although, some bases can be combined into a single segmentation with care. For example, geographics and demographics are often combined, but other bases are rarely combined. Given that psychographics includes demographic variables such as age, gender and income as well as attitudinal and behavioral variables, it makes little logical sense to combine psychographics with demographics or other bases. Any attempt to use combined bases needs careful consideration and a logical foundation.

text:
Segmentation base
Brief explanation of base (and example)
Typical segments

Demographic
Quantifiable population characteristics. (e.g. age, gender, income, education, socio-economic status, family size or situation).
e.g. Young, Upwardly-mobile, Prosperous, Professionals (YUPPY); Double Income No Kids (DINKS); Greying, Leisured And Moneyed (GLAMS); Empty- nester, Full-nester

Geographic
Physical location or region (e.g. country, state, region, city, suburb, postcode).
e.g. New Yorkers; Remote, outback Australians; Urbanites, Inner-city dwellers

Geo-demographic or geoclusters
Combination of geographic & demographic variables.
e.g. Rural farmers, Urban professionals, 'sea-changers', 'tree-changers'

Psychographics
Lifestyle, social or personality characteristics. (typically includes basic demographic descriptors)
e.g. Socially Aware; Traditionalists, Conservatives, Active 'club-going' young professionals

Behavioural
Purchasing, consumption or usage behaviour. (e.g. Needs-based, benefit-sought, usage occasion, purchase frequency, customer loyalty, buyer readiness).
e.g. Tech-savvy (aka tech-heads); Heavy users, Enthusiasts; Early adopters, Opinion Leaders, Luxury-seekers, Price-conscious, Quality-conscious, Time-poor

Contextual and situational
The same consumer changes in their attractiveness to marketers based on context and situation. This is particularly used in digital targeting via programmatic bidding approaches
e.g. Actively shopping, just entering into a life change event, being physically in a certain location or at a particular retailer which is known from GPS data via smart phones.

text: Source: Based on Wikiversity, Marketing [E-Book], c. 2015

text: The following sections provide a detailed description of the most common forms of consumer market segmentation.

text: Geographic segmentation[edit]

text: Geographic segmentation divides markets according to geographic criteria. In practice, markets can be segmented as broadly as continents and as narrowly as neighborhoods or postal codes.[39] Typical geographic variables include:

text:
Country e.g. Brazil, Canada, China, France, Germany, India, Italy, Japan, UK, US
Region e.g. North, North-west, Mid-west, South, Central
Population density: e.g. central business district (CBD), urban, suburban, rural, regional
City or town size: e.g. under 1,000; 1,000–5,000; 5,000–10,000 ... 1,000,000–3,000,000 and over 3,000,000
Climatic zone: e.g. Mediterranean, Temperate, Sub-Tropical, Tropical, Polar,

text: The geo-cluster approach (also called geodemographic segmentation) combines demographic data with geographic data to create richer, more detailed profiles.[40] Geo-cluster approaches are a consumer classification system designed market segmentation and consumer profiling purposes. They classify residential regions or postcodes on the basis of census and lifestyle characteristics obtained from a wide range of sources. This allows the segmentation of a population into smaller groups defined by individual characteristics such as demographic, socio-economic or other shared socio-demographic characteristics.

text: Geographic segmentation may be considered the first step in international marketing, where marketers must decide whether to adapt their existing products and marketing programs for the unique needs of distinct geographic markets. Tourism Marketing Boards often segment international visitors based on their country of origin.

text: A number of proprietary geo-demographic packages are available for commercial use. Geographic segmentation is widely used in direct marketing campaigns to identify areas which are potential candidates for personal selling, letter-box distribution or direct mail. Geo-cluster segmentation is widely used by Governments and public sector departments such as urban planning, health authorities, police, criminal justice departments, telecommunications and public utility organisations such as water boards.[41]

text: Demographic segmentation[edit]

text: Segmentation according to demography is based on consumer- demographic variables such as age, income, family size, socio-economic status, etc.[42] Demographic segmentation assumes that consumers with similar demographic profiles will exhibit similar purchasing patterns, motivations, interests and lifestyles and that these characteristics will translate into similar product/brand preferences.[43] In practice, demographic segmentation can potentially employ any variable that is used by the nation's census collectors. Typical demographic variables and their descriptors are as follows:

text:
Age: e.g. Under 5, 5–8 years, 9–12 years, 13–17 years, 18–24, 25–29, 30–39, 40–49, 50–59, 60+[44]
Gender: Male, Female[45]
Occupation: Professional, self-employed, semi-professional, clerical/ admin, sales, trades, mining, primary producer, student, home duties, unemployed, retired[46]
Socio-economic: A, B, C, D, E, or I, II, III, IV or V (normally divided into quintiles)[47]
Marital Status: Single, married, divorced, widowed
Family Life-stage: Young single; Young married with no children; Young family with children under 5 years; Older married with children; Older married with no children living at home, Older living alone[48]
Family size/ number of dependants: 0, 1–2, 3–4, 5+
Income: Under $10,000; 10,000–20,000; 20,001–30,000; 30,001–40,000, 40,001–50,000 etc.
Educational attainment: Primary school; Some secondary, Completed secondary, Some university, Degree; Post graduate or higher degree
Home ownership: Renting, Own home with mortgage, Home owned outright
Ethnicity: Asian, African, Aboriginal, Polynesian, Melanesian, Latin-American, African-American, American Indian etc.
Religion: Catholic, Protestant, Muslim, Jewish, Buddhist, Hindu, Other

text: In practice, most demographic segmentation utilises a combination of demographic variables.

text: The use of multiple segmentation variables normally requires analysis of databases using sophisticated statistical techniques such as cluster analysis or principal components analysis. It should be noted that these types of analysis require very large sample sizes. However, data-collection is expensive for individual firms. For this reason, many companies purchase data from commercial market research firms, many of whom develop proprietary software to interrogate the data.

text: The labels applied to some of the more popular demographic segments began to enter the popular lexicon in the 1980s.[49][50][51] These include the following:[52][53]

text: Psychographic segmentation[edit]

text: Psychographic segmentation, which is sometimes called psychometric or lifestyle segmentation, is measured by studying the activities, interests, and opinions (AIOs) of customers. It considers how people spend their leisure,[54] and which external influences they are most responsive to and influenced by. Psychographics is a very widely used basis for segmentation, because it enables marketers to identify tightly defined market segments and better understand consumer motivations for product or brand choice.

text: While many of these proprietary psychographic segmentation analyses are well-known, the majority of studies based on psychographics are custom designed. That is, the segments are developed for individual products at a specific time. One common thread among psychographic segmentation studies is that they use quirky names to describe the segments.[55]

text: Behavioral segmentation[edit]

text: Behavioral segmentation divides consumers into groups according to their observed behaviors. Many marketers believe that behavioral variables are superior to demographics and geographics for building market segments[56] and some analysts have suggested that behavioural segmentation is killing off demographics.[57] Typical behavioral variables and their descriptors include:[58]

text:
Purchase/Usage Occasion: e.g. regular occasion, special occasion, festive occasion, gift-giving
Benefit-Sought: e.g. economy, quality, service level, convenience, access
User Status: e.g. First-time user, Regular user, Non-user
Usage Rate/Purchase Frequency: e.g. Light user, heavy user, moderate user
Loyalty Status: e.g. Loyal, switcher, non-loyal, lapsed
Buyer Readiness: e.g. Unaware, aware, intention to buy
Attitude to Product or Service: e.g. Enthusiast, Indifferent, Hostile; Price Conscious, Quality Conscious
Adopter Status: e.g. Early adopter, late adopter, laggard

text: Note that these descriptors are merely commonly used examples. Marketers customize the variable and descriptors for both local conditions and for specific applications. For example, in the health industry, planners often segment broad markets according to 'health consciousness' and identify low, moderate and highly health conscious segments. This is an applied example of behavioral segmentation, using attitude to product or service as a key descriptor or variable which has been customised for the specific application.

text: Purchase/usage occasion[edit]

text: Purchase or usage occasion segmentation focuses on analyzing occasions when consumers might purchase or consume a product. This approach customer-level and occasion-level segmentation models and provides an understanding of the individual customers’ needs, behavior and value under different occasions of usage and time. Unlike traditional segmentation models, this approach assigns more than one segment to each unique customer, depending on the current circumstances they are under.

text: Benefit-sought[edit]

text: Benefit sought (sometimes called needs-based segmentation) divides markets into distinct needs, perceived value, benefits sought or advantage that accrues from the purchase of a product or service. Marketers using benefit-sought segmentation might develop products with different quality levels, performance, customer service, special features or any other meaningful benefit and pitch different products at each of the segments identified. Benefit segmentation is one of the more commonly used approaches to segmentation and is widely used in many consumer markets including motor vehicles, fashion and clothing, furniture, consumer electronics and holiday-makers.[59]

text: Loker and Purdue, for example, used benefit segmentation to segment the pleasure holiday travel market. The segments identified in this study were the naturalists, pure excitement seekers, escapists.[60]

text: Attitudinal segments[edit]

text: Attitudinal segmentation provides insight into the mindset of customers, especially the attitudes and beliefs that drive consumer decision-making and behavior. An example of attitudinal segmentation comes from the UK's Department of Environment which segmented the British population into six segments, based on attitudes that drive behavior relating to environmental protection:[61]

text:
Greens: Driven by the belief that protecting environment is critical; try to conserve whenever they can
Conscious with a conscience: Aspire to be green; primarily concerned with wastage; lack awareness of other behaviors associated with broader environmental issues such as climate change
Currently constrained: Aspire to be green but feel they cannot afford to purchase organic products; pragmatic realists
Basic contributors: Sceptical about the need for behavior change; aspire to conform to social norms; lack awareness of social and environmental issues
Long-term resistance: Have serious life priorities that take precedence before behavioral change is a consideration; their every day behaviors often have low impact on the environment but for other reasons than conservation
Disinterested: View greenies as an eccentric minority; exhibit no interest in changing their behavior; may be aware of climate change but have not internalised it to the extent that it enters their decision-making process.

text: Other types of consumer segmentation[edit]

text: In addition to geographics, demographics, psychographics and behavioral bases, marketers occasionally turn to other means of segmenting the market, or to develop segment profiles.

text: Generational segments[edit]

text: A generation is defined as "a cohort of people born within a similar span of time (15 years at the upper end) who share a comparable age and life stage and who were shaped by a particular span of time (events, trends and developments)."[62] Generational segmentation refers to the process of dividing and analysing a population into cohorts based on their birth date. Generational segmentation assumes that people's values and attitudes are shaped by the key events that occurred during their lives and that these attitudes translate into product and brand preferences.

text: Demographers, studying population change, disagree about precise dates for each generation.[63] Dating is normally achieved by identifying population peaks or troughs, which can occur at different times in each country. For example, in Australia the post-war population boom peaked in 1960,[64] while the peak occurred somewhat later in the USA and Europe,[65] with most estimates converging on 1964. Accordingly, Australian Boomers are normally defined as those born between 1945–1960; while American and European Boomers are normally defined as those born between 1945–64. Thus, the generational segments and their dates discussed here must be taken as approximations only.

text: The primary generational segments identified by marketers are:[66]

text:
Builders: born 1920 to 1945
Baby boomers: born about 1945–1965
Generation X: born about 1966–1976
Generation Y: also known as Millennials; born about 1977–1994
Generation Z: also known as Centennials; born 1995–2015

text:
Unique characteristics of selected generations[67]

Millennials
Generation X
Baby Boomers

Technology use (24%)
Technology use (12%)
Work ethic (17%)

Music/ popular culture (11%)
Work ethic (11%)
Respectful (14%)

Liberal/ tolerant (7%)
Conservative/ traditional (7%)
Values/ morals (8%)

Smarter (6%)
Smarter (6%)
Smarter (5%)

Clothes (5%)
Respectful (5%)
n.a.

text: Cultural segmentation[edit]

text: Cultural segmentation is used to classify markets according to cultural origin. Culture is a major dimension of consumer behavior and can be used to enhance customer insight and as a component of predictive models. Cultural segmentation enables appropriate communications to be crafted to particular cultural communities. Cultural segmentation can be applied to existing customer data to measure market penetration in key cultural segments by product, brand, channel as well as traditional measures of recency, frequency and monetary value. These benchmarks form an important evidence-base to guide strategic direction and tactical campaign activity, allowing engagement trends to be monitored over time.

text: Cultural segmentation can also be mapped according to state, region, suburb and neighborhood. This provides a geographical market view of population proportions and may be of benefit in selecting appropriately located premises, determining territory boundaries and local marketing activities.

text: Census data is a valuable source of cultural data but cannot meaningfully be applied to individuals. Name analysis (onomastics) is the most reliable and efficient means of describing the cultural origin of individuals. The accuracy of using name analysis as a surrogate for cultural background in Australia is 80–85%, after allowing for female name changes due to marriage, social or political reasons or colonial influence. The extent of name data coverage means a user will code a minimum of 99 percent of individuals with their most likely ancestral origin.

text: On-line customer segmentation[edit]

text: On-line market segmentation is similar to the traditional approaches in that the segments should be identifiable, substantial, accessible, stable, differentiable and actionable.[68] However, on-line segmentation is used with eCRM and addresses on-line consumer behaviours. Forsyth et al., in an article 'Internet research' grouped current active on-line consumers into six groups: Simplifiers, Surfers, Bargainers, Connectors, Routiners, and Sportsters. The segments differs regarding four customers’ behaviours, namely:[69]

text:
the amount of time they actively spend on-line,
the number of pages and sites they access,
the time they spend actively viewing each page,
and the kinds of sites they visit.

text: For example, Simplifiers make over 50 percent of all on-line transactions. Their main characteristic is that they need easy (one-click) access to information and products as well as easy and quickly available service regarding products. Amazon.com is a good example of a company who created great on-line environment for Simplifiers. They also ‘dislike unsolicited e-mail, uninviting chat rooms, pop-up windows intended to encourage impulse buys, and other features that complicate their on- and off-line experience’. Surfers like to spend lot of time online, thus companies must have a variety of products to offer and constant update, Bargainers are looking for the best price, Connectors like to relate to others, Routiners want content and Sportsters like sport and entertainment sites.

text: Selecting target markets[edit]

text: Another major decision in developing the segmentation strategy is the selection of market segments that will become the focus of special attention (known as target markets). The marketer faces a number of important decisions:

text:
What criteria should be used to evaluate markets?
How many markets to enter (one, two or more)?
Which market segments are the most valuable?

text: When a marketer enters more than one market, the segments are often labelled the primary target market, secondary target market. The primary market is the target market selected as the main focus of marketing activities. The secondary target market is likely to be a segment that is not as large as the primary market, but has growth potential. Alternatively, the secondary target group might consist of a small number of purchasers that account for a relatively high proportion of sales volume perhaps due to purchase value or purchase frequency.

text: In terms of evaluating markets, three core considerations are essential:[70]

text:
Segment size and growth
Segment structural attractiveness
Company objectives and resources.

text: Criteria for evaluating segment attractiveness[edit]

text: There are no formulas for evaluating the attractiveness of market segments and a good deal of judgement must be exercised.[71] Nevertheless, a number of considerations can be used to assist in evaluating market segments for overall attractiveness. The following lists a series of questions that can be asked.

text: Segment size and growth[edit]

text:
How large is the market?
Is the market segment substantial enough to be profitable? (Segment size can be measured in number of customers, but superior measures are likely to include sales value or volume)
Is the market segment growing or contracting?
What are the indications that growth will be sustained in the long term? Is any observed growth sustainable?
Is the segment stable over time? (Segment must have sufficient time to reach desired performance level)

text: Segment structural attractiveness[edit]

text:
To what extent are competitors targeting this market segment?
Do buyers have bargaining power in the market?
Are substitute products available?
Can we carve out a viable position to differentiate from any competitors?
How responsive are members of the market segment to the marketing program?
Is this market segment reachable and accessible? (i.e., with respect to distribution and promotion)

text: Company objectives and resources[edit]

text:
Is this market segment aligned with our company's operating philosophy?
Do we have the resources necessary to enter this market segment?
Do we have prior experience with this market segment or similar market segments?
Do we have the skills and/or know-how to enter this market segment successfully?

text: Developing the marketing program and positioning strategy[edit]

text: When the segments have been determined and separate offers developed for each of the core segments, the marketer's next task is to design a marketing program (also known as the marketing mix) that will resonate with the target market or markets. Developing the marketing program requires a deep knowledge of key market segment's purchasing habits, their preferred retail outlet, their media habits and their price sensitivity. The marketing program for each brand or product should be based on the understanding of the target market (or target markets) revealed in the market profile.

text: Positioning is the final step in the S-T-P planning approach; Segmentation→ Targeting → Positioning; a core framework for developing marketing plans and setting objectives. Positioning refers to decisions about how to present the offer in a way that resonates with the target market. During the research and analysis that forms the central part of segmentation and targeting, the marketer will have gained insights into what motivates consumers to purchase a product or brand. These insights will form part of the positioning strategy.

text: According to advertising guru, David Ogilvy, "Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the minds of the target market. The goal is to locate the brand in the minds of consumers to maximize the potential benefit to the firm. A good brand positioning helps guide marketing strategy by clarifying the brand’s essence, what goals it helps the consumer achieve, and how it does so in a unique way."[72]

text: The technique known as perceptual mapping is often used to understand consumers' mental representations of brands within a given category. Traditionally two variables (often, but not necessarily, price and quality) are used to construct the map. A sample of people in the target market are asked to explain where they would place various brands in terms of the selected variables. Results are averaged across all respondents, and results are plotted on a graph, as illustrated in the figure. The final map indicates how the average member of the population views the brand that make up a category and how each of the brands relates to other brands within the same category. While perceptual maps with two dimensions are common, multi-dimensional maps are also used.

text: There are a number of different approaches to positioning:[73]

text:
Against a competitor
Within a category
According to product benefit
According to product attribute
For usage occasion
Along price lines e.g. a luxury brand or premium brand
For a user
Cultural symbols e.g. Australia's Easter Bilby (as a culturally appropriate alternative to the Easter Bunny).

tag: ol

text: Bases for segmenting business markets[edit]

text: Segmenting business markets is more straightforward than segmenting consumer markets. Businesses may be segmented according to industry, business size, business location, turnover, number of employees, company technology, purchasing approach or any other relevant variables.[74]

text: Firmographics (also known as emporographics or feature based segmentation) is the business community's answer to demographic segmentation. It is commonly used in business-to-business markets (it's estimated that 81% of B2B marketers use this technique). Under this approach the target market is segmented based on features such as company size (either in terms of revenue or number of employees), industry sector or location (country and/or region).[75]

text: In sales territory management, using more than one criterion to characterize the organization's accounts,such as segmenting sales accounts by government, business, customer, etc. and account size or duration, in effort to increase time efficiency and sales volume.[76]

text: Use in customer retention[edit]

text: The basic approach to retention-based segmentation is that a company tags each of its active customers on four axes:

text: Segmentation: algorithms and approaches[edit]

text: The choice of an appropriate statistical method for the segmentation, depends on a number of factors including, the broad approach (a-priori or post-hoc), the availability of data, time constraints, the marketer's skill level and resources.

text: A-priori segmentation[edit]

text: A priori research occurs when "a theoretical framework is developed before the research is conducted".[80] In other words, the marketer has an idea about whether to segment the market geographically, demographically, psychographically or behaviorally before undertaking any research. For example, a marketer might want to learn more about the motivations and demographics of light and moderate users in an effort to understand what tactics could be used to increase usage rates. In this case, the target variable is known – the marketer has already segmented using a behavioral variable – user status. The next step would be to collect and analyse attitudinal data for light and moderate users. Typical analysis includes simple cross-tabulations, frequency distributions and occasionally logistic regression or one of a number of proprietary methods.[81]

text: The main disadvantage of a-priori segmentation is that it does not explore other opportunities to identify market segments that could be more meaningful.

text: Post-hoc segmentation[edit]

text: In contrast, post-hoc segmentation makes no assumptions about the optimal theoretical framework. Instead, the analyst's role is to determine the segments that are the most meaningful for a given marketing problem or situation. In this approach, the empirical data drives the segmentation selection. Analysts typically employ some type of clustering analysis or structural equation modeling to identify segments within the data. The figure alongside illustrates how segments might be formed using clustering, however note that this diagram only uses two variables, while in practice clustering employs a large number of variables.[82] Post-hoc segmentation relies on access to rich data sets, usually with a very large number of cases and uses sophisticated algorithms to identify segments.[83]

text: Statistical techniques used in segmentation[edit]

text: Marketers often engage commercial research firms or consultancies to carry out segmentation analysis, especially if they lack the statistical skills to undertake the analysis. Some segmentation, especially post-hoc analysis, relies on sophisticated statistical analysis.

text: Common statistical approaches and techniques used in segmentation analysis include:

text:
Clustering algorithms[84] – overlapping, non-overlapping and fuzzy methods; e.g. K-means or other Cluster analysis
Conjoint analysis[85]
Ensemble approaches – such as random forests[86]
Chi-square automatic interaction detection – a type of decision-tree[87]
Factor analysis or principal components analysis[88]
Latent Class Analysis – a generic term for a class of methods that attempt to detect underlying clusters based on observed patterns of association[89]
Logistic regression[90]
Multidimensional scaling and canonical analysis[91]
Mixture models – e.g., EM estimation algorithm, finite-mixture models[92]
Model based segmentation using simultaneous and structural equation modeling[93] e.g. LISREL
Other algorithms such as artificial neural networks.[94]

text: Data sources used for segmentation[edit]

text: Marketers use a variety of data sources for segmentation studies and market profiling. Typical sources of information include:[95][96]

text: Internal sources[edit]

text:
Customer transaction records e.g. sale value per transaction, purchase frequency
Patron membership records e.g. active members, lapsed members, length of membership
Customer relationship management (CRM) databases
In-house surveys
Customer self-completed questionnaires or feedback forms

text: External sources[edit]

text:
Proprietary surveys or tracking studies
Proprietary databases/software[97]
Omnibus surveys
Government agencies and departments
Government statistics
Professional/Industry associations/Employer associations
Census data
Observed purchase behaviors
Data-mining techniques
Commissioned research

text: Companies (proprietary segmentation databases)[edit]

text:
Acorn – geo-demographic segmentation[98]
Claritas Prizm – geo-demographic segmentation[99]
Experian – geo-demographic segmentation
Mosaic – geo-demographic segmentation
Roy Morgan Research Values Segments -psychographic/ psychometric[100]
VALS-psychographic/ psychometric
Values Modes-psychographic/ psychometric


document_title: Diary of a Wimpy Kid: The Long Haul (film)

question_text: diary of a wimpy kid cast 2017 rodrick

question_tokens: diary of a wimpy kid cast 2017 rodrick

root

text: Plot[edit]

text: One year after the previous film, while at the Corny's family restaurant, the Heffley family plans to attend Meemaw's 90th birthday. However, after Greg rescues his younger brother Manny, who got stuck inside a tube in the play area, Greg ends up in a ball pit with a diaper stuck on his hand. He subsequently becomes infamous after the people around him record him and post the footage on the internet, leading Greg to be dubbed as "Diaper Hands".

tag: p

text: Later, at the Heffley residence, Greg learns that Player Expo is taking place not very far from Meemaw's house in Indianapolis. Greg's gaming star, Mac Digby, will be attending, and Greg hopes to meet him and get in one of his videos so he will gain popularity. He acknowledges that he will have to somehow sneak off from the road trip and attend the Expo without his parents' knowledge, however. The Heffley family hits the road, where Greg, Rodrick, Frank, and Manny's devices are immediately confiscated by Susan, who wants the road trip to be "absolutely technology-free."

text: After arriving at a motel, Greg discreetly gets into the Sienna and takes his phone out of the bag Susan had put it in and plans to use it. Later, when Greg and Rodrick are relaxing in the hot tub, Rodrick hears a notification from Greg's phone and discovers his plans to go to Player Expo. Greg discourages Rodrick from telling Susan, saying that they had a rock band video game tournament there that Rodrick could participate in. Liking the idea, Rodrick opts to go with Greg to the Expo. Greg later encounters a family, whom he nicknames "the Beardos" due to the father's long beard, after being annoyed by a loud noise created by the Beardo siblings, who are playing with a cart, and storms out of the room in his underwear. He confronts them but Brandi, the eldest sibling, rolls the trolley into their Sienna, leaving a huge scratch. Just as Mr. Beardo comes out of his motel room, Brandi blames Greg for the damage and Mr. Beardo goes after him but he escapes. He returns to his hotel room and falls asleep. The next morning, Greg realizes he slept in the Beardos hotel room, but is able to escape. The next day, the Heffleys attend a county fair where Manny wins a pig. Mr. Beardo and his family notices Greg and begins chasing after him but manages to outrun yet again. Back on the road, the Heffleys, unable to take care of the pig, drop it off at the petting zoo, much to Manny's dismay, but not before Greg reroutes the GPS to the Player Expo convention. Checking at the hotel room, Greg and Rodrick sneak out to go to Player Expo. However, after Frank and Susan see their sons on live TV, they go to get the boys themselves.

text: Upon Greg sees Mac Digby participating in a video game competition, Greg instructs Rodrick to record him going up on stage with Mac so his popularity will boost, but the attempt fails when Susan storms into the stage and inadvertently reveals that he is Diaper Hands to the public. Susan opens up to Greg and says that all she wanted was a nice road trip that would bring the family closer together, and she accuses Greg of not caring. Infuriated, Greg snaps back at Susan, saying that she doesn't care about what he loves, which is why he had to sneak out to the Expo in the first place. Hurt by her son's words, Susan hands her phone to Greg because she doesn't care anymore.

text: After encountering the Beardos and other obstacles on the road, the Heffleys celebrate happily at Meemaw's. Returning home, Manny manages to get the pig back. At the end, Greg explains that although the road trip wasn't perfect, he still wouldn't change a thing. He says that Manny was allowed to keep his pig as a pet, Rodrick was able to get a Toyota Sienna 2018 Limited AWD and Dad was able to explain having time off from work to bond with family. Greg expresses excitement for where they'll be going next year, but Susan steps in to say they will be flying.

text: In a mid-credits scene, two girls take selfies with Greg, who they recognize as Diaper Hands.

text: Cast[edit]

text:
Jason Drucker as Greg Heffley
Alicia Silverstone as Susan Heffley, Greg's mother
Tom Everett Scott as Frank Heffley, Greg's father
Charlie Wright as Rodrick Heffley, Greg's older brother
Owen Asztalos as Rowley Jefferson, Greg's best friend
Wyatt and Dylan Walters as Manny Heffley, Greg's little brother[6]
Joshua Hoover as Mac Digby, a popular internet gamer who Greg idolizes
Chris Coppola as Mr. Beardo, the main antagonist of the film
Kimberli Lincoln as Mrs. Beardo, Mr. Beardo's wife
Mira Silverman as Brandi Beardo, Mr. Beardo's rude and spoiled daughter who blamed Greg for damaging their VW Bus
Mimi Gould as Meemaw, Susan's grandmother and Greg's great-grandmother

tag: ul

text: Production[edit]

text: Development[edit]

text: In 2012, the series' third entry, Diary of a Wimpy Kid: Dog Days was described as the last live action film in the franchise.[7][8] In August 2012, while doing press for the film, author Jeff Kinney and actors Zachary Gordon and Robert Capron each indicated that there were no plans for a fourth movie, but did not dismiss the possibility entirely.[7][8][9]

text: Kinney replied to inquiries regarding the possibility of another sequel, stating, "At present, we don’t have a fourth film in development, but you never know!"[9] When describing the likelihood of starring in another film in the series, Gordon explained, "Dog Days most likely will be the last movie. The main problem is [the cast] is getting older. You can't stop it. There's no way to temporarily stop us from changing and growing up. You know, that's the problem because the characters are supposed to be timeless."[7]

text: In March 2013, Gordon stated in a Spreecast live stream that there would not be a fourth live action film. Previously, Kinney had indicated that instead of making a live action film of the third novel, Diary of a Wimpy Kid: The Last Straw, instead he would like to see Diary of a Wimpy Kid: Cabin Fever adapted into an animated film, stating in an interview, "I hope that it gets made into an animated movie. but I'd really like to see it turn into an animated television special."

text: Release[edit]

text: The film was released on May 17, 2017, in the Philippines, May 19, 2017, in the United States, and May 20, 2017, in the United Kingdom.[5]

text: Trailer reaction[edit]

text: On February 23, 2017, a theatrical poster and teaser trailer were released, and the following month, the official trailer was released. Both trailers received negative feedback from fans for its recasting of the main characters, most notably Charlie Wright as Rodrick. Many took to social media to further express their outrage and and began using the hashtag "#NotMyRodrick" (a parody of the "#NotMyPresident" trend that followed the election of U.S. president Donald Trump), which eventually became a widespread meme. Other hashtags included "#NotMyHeffleys" and "#NotMyRowley".[10]

text: Box office[edit]

text: The film opened in about 3,174 theaters, the second-biggest opening for a Diary of a Wimpy Kid film, after Dog Days, The Long Haul grossed $20.7 million in the United States and Canada and $19.3 million in other countries for a worldwide total of $40.1 million , against a production budget of $22 million.[3] It was the lowest grossing film of the Diary of a Wimpy Kid series.[11]

text: In North America, the film was released alongside Everything, Everything and Alien: Covenant, and was initially projected to gross around $12 million from 3,129 theaters during its opening weekend.[4] However, after grossing $2 million on its first day, projections were lowered to $7 million. It ended up finishing with $7.1 million, placing 6th at the box office and marking the lowest opening of the franchise.[12]

text: When the film was released in the United Kingdom, it opened on #2, behind Pirates of the Caribbean: Dead Men Tell No Tales with £1,444,092.[13]

text: The film has grossed over $2.6 million in the USA through home video sales.[14]

text: Critical response[edit]

text: Diary of a Wimpy Kid: The Long Haul received negative reviews from critics, with much of the criticism aimed at the recasting. On Rotten Tomatoes, the film has an approval rating of 20% based on 66 reviews and an average rating of 4.2/10. The site's critical consensus reads, "With an all-new cast but the same juvenile humor, Diary of a Wimpy Kid: The Long Haul finds the franchise still stuck in arrested – and largely unfunny – development."[15] On Metacritic, the film has a score of 39 out of 100 based on 16 critics, indicating "generally unfavorable reviews".[16] Audiences polled by CinemaScore gave the film an average grade of "B" on an A+ to F scale, down from the first three films' "A-".[17]

text: Home media[edit]

text: Diary of a Wimpy Kid: The Long Haul was released on Digital HD from Amazon Video and iTunes on August 1, 2017, and on Blu-ray and DVD on August 8, 2017 by 20th Century Fox Home Entertainment.[18][19]


document_title: Darkwing Duck

question_text: how many volumes of darkwing duck are there

text: Darkwing Duck

text: Premise[edit]

text: Darkwing Duck tells the adventures of the titular superhero, aided by his sidekick and pilot Launchpad McQuack (from Ducktales). In his secret identity of Drake Mallard (a parody of Kent Allard, the alter ego of the Shadow), he lives in an unassuming suburban house with his adopted daughter Gosalyn, next door to the bafflingly dim-witted Muddlefoot family. Darkwing struggles to balance his egotistical craving for fame and attention against his desire to be a good father to Gosalyn and help do good in St. Canard. Most episodes put these two aspects of Darkwing's character in direct conflict, though Darkwing's better nature usually prevails.[6]

text: The show was the first Disney Afternoon series to emphasize action rather than adventure, with Darkwing routinely engaging in slapstick battles with both supervillains and street criminals. While conflict with villains was routine in earlier Disney Afternoon shows, actual fight scenes were relatively rare.

text: Darkwing Duck was also the first Disney Afternoon property that was produced completely as a genre parody. Prior shows would contain elements of parody in certain episodes, but would otherwise be straight-faced adventure concepts, this in the tradition of Carl Barks' work in the Disney comics. By contrast, every episode of Darkwing Duck is laden with references to superhero, pulp adventure, or super-spy fiction. Darkwing Duck himself is a satirical character. His costume, gas gun and flashy introductions are all reminiscent of pulp heroes and Golden Age superheroes such as The Shadow, The Sandman, Doc Savage, Batman, The Green Hornet and the Julius Schwartz Flash, as well as The Lone Ranger and Zorro. The fictional city of St. Canard is a direct parody of Gotham City. ("Canard" is the French word for "duck".)

text: Production[edit]

text: Darkwing Duck was developed as a last-minute replacement for a proposed reboot of The Rocky and Bullwinkle Show, when the creative team realized that Disney did not own the rights to the characters (Disney merely held home video rights to the series).[7]

text: The show was a spin-off of the very successful series DuckTales.[7] Darkwing Duck entered production roughly one year after DuckTales ended. Darkwing Duck was inspired by two specific episodes of DuckTales: "Double-O-Duck" starring Launchpad McQuack as a secret agent,[7] and "The Masked Mallard" in which Scrooge McDuck becomes a masked vigilante superhero wearing a purple uniform and cape. The name "The Masked Mallard" became an epithet often used in the new show to refer to Darkwing himself.

text: Tad Stones was directed to come up with a series for The Disney Afternoon around the premise of Double-O-Duck, as an executive liked the title Double-O Duck as a spoof of James Bond and felt Launchpad McQuack would take the starring role. It turned out that the title Double-O Duck could not be used as the Broccoli family owned the 'double-o' title.[8]

text: A new name was selected, "Darkwing Duck". Thus, Stones designed a new character for the lead, Drake Mallard, while selecting McQuack as the sidekick.[8] This name would result in a new look (Double-O Duck was to wear a white tuxedo and black domino mask). Other elements of the show, such as Darkwing's habit of coining new catchphrases every time he announced himself, would be invented during production.[9] (As an in-joke, the episode "A Duck by Any Other Name" had Drake suggest "Double-O Duck" as his new secret identity and Launchpad remarked that it "seems kinda silly".[10])

text: Where most prior Disney Afternoon series included at least some characters from classic Disney animation, Darkwing Duck featured a completely original cast. Even the DuckTales characters it reused had no counterpart in early Disney shorts or even the Carl Barks comics. The only exception was the episode "In Like Blunt", which featured cameo appearances by the Beagle Boys, Flintheart Glomgold and Magica De Spell.[11]

text: Characters[edit]

text: Episodes[edit]

text:
Season
Episodes
Originally aired

Season premiere
Season finale

Disney Afternoon
65
September 6, 1991 (1991-09-06)
May 20, 1992 (1992-05-20)

ABC Season 1
13
September 7, 1991 (1991-09-07)
November 30, 1991 (1991-11-30)

ABC Season 2
13
September 12, 1992 (1992-09-12)
December 12, 1992 (1992-12-12)

text: Broadcast history[edit]

text: Darkwing Duck first aired on The Disney Channel on March 31, 1991 as a "sneak preview",[12][13] and then from April 6 into July 14 of that year as a regularly scheduled run on weekend mornings,[12][14][15] as it was advertised to be "The newest animated TV series exclusively to The Disney Channel". In reality, this was a preview-run of the series before it aired on The Disney Afternoon.

text: The two-part episode "Darkly Dawns the Duck" originally aired as an hour-length TV special on September 6, 1991 as part of a larger syndicated TV special, The Darkwing Duck Premiere / Back to School with the Mickey Mouse Club.[16] The film served as the show's pilot. Seasons 1 and 2 were aired simultaneously in the Autumn of 1991. Season 1 aired in syndication as part of The Disney Afternoon block of shows. Seasons 2 and 3 aired on Saturday mornings on ABC. The final episode aired on December 12, 1992. All episodes remained in syndicated reruns on The Disney Afternoon until 1995 and then returned to the line-up from 1996 to 1997.

text: Starting on October 2, 1995, Darkwing Duck was rerun on The Disney Channel as part of a two-hour programming block called "Block Party" which aired on weekdays in the late-afternoon/early-evening and which also included TaleSpin, DuckTales, and Chip 'n Dale Rescue Rangers.[17] On September 3, 1996, Darkwing Duck was dropped from the beginning of the block when Goof Troop was added to the end.[18][19]

text: The series was last seen in the U.S. on Toon Disney. Along with a number of other shows, it was removed from schedules in November 2004. Toon Disney then aired the Christmas episode "It's a Wonderful Leaf" on December 25, 2004. The show was last seen on January 19, 2007 as part of the Toon Disney Wild Card Stack. Certain episodes from the show's original run rarely re-aired while the show was on Toon Disney. These episodes appear to have been removed for content reasons. The most prominent of the rarely seen episodes is "Hot Spells", which was never re-aired after its initial broadcast on ABC because of its religiously sensitive subject matter.

text: Darkwing Duck was one of the first American animated TV series to be officially broadcast in syndication in the former Soviet Union.[20]

text: The show currently airs on Disney XD in various countries such as the Netherlands and Germany.

text: Home media [edit]

text: VHS releases[edit]

text: Four VHS cassettes, each containing one or two episodes (a total of 6 episodes) of Darkwing Duck, were released under the title Darkwing Duck: His Favorite Adventures in the United States on March 23, 1993, individually titled "Darkly Dawns the Duck", "Justice Ducks Unite!", "Comic Book Capers" and "Birth of Negaduck!". However, most countries around the world only received releases of "Darkly Dawns the Duck" and "Justice Ducks Unite!" Each video came with two "glow-in-the-Darkwing" trading cards. Featured on the cards were Darkwing Duck, Launchpad, Gosalyn, Honker, Negaduck, Bushroot, Megavolt, and Taurus Bulba. The videotapes also included a Darkwing Duck music video which played at the end of each tape.

text:
VHS Name
Episode Titles
Release Date
Stock Number

Darkly Dawns the Duck
"Darkly Dawns the Duck" (uncut version)
March 23, 1993
1494

Justice Ducks Unite!
"Just Us Justice Ducks" (Parts 1 & 2)
March 23, 1993
1600

Comic Book Capers
"Comic Book Capers" & "A Brush with Oblivion"
March 23, 1993
1601

Birth of Negaduck!
"Negaduck" & "Tiff of the Titans"
March 23, 1993
1602

text: Additionally, on September 28, 1993, the Darkwing Duck episode "It's a Wonderful Leaf" was released together with the Goof Troop episode "Have Yourself a Goofy Little Christmas" on one VHS cassette as a special release called Happy Holidays with Darkwing Duck and Goofy![21][22] On September 3, 1996, the Darkwing Duck episode "Ghoul of My Dreams" was released together with the Chip 'n Dale Rescue Rangers episode "Good Times, Bat Times" on one VHS cassette as a special release called Witcheroo![23][24]

text: UK, Australia and New Zealand releases[edit]

text: Six VHS cassettes containing 10 episodes of the series were released in the United Kingdom, Australia and New Zealand.

text:
VHS Name
Episode Titles
Release Date

Darkwing Duck (Volume 1): Darkly Dawns the Duck
"Darkly Dawns the Duck" (Parts 1 & 2)
November 26, 1993

Darkwing Duck (Volume 2): Justice Ducks Unite!
"Just Us Justice Ducks" (Parts 1 & 2)
November 26, 1993

Darkwing Duck (Volume 3): Comic Book Capers
"Comic Book Capers" & "Paint Misbehavin'"
April 1, 1994

Darkwing Duck (Volume 4): Birth of Negaduck!
"Negaduck" & "Tiff of the Titans"
April 1, 1994

Darkwing Duck (Volume 5): That Sinking Feeling
"That Sinking Feeling" & "Water Way to Go"
April 1, 1994

Darkwing Duck (Volume 6): Getting Antsy
"Getting Antsy" & "Apes of Wrath"
April 1, 1994

text: DVD releases[edit]

text: United States (Region 1)[edit]

text: Walt Disney Studios Home Entertainment released a three-disc DVD box set entitled "Darkwing Duck: Volume 1" on August 29, 2006. It included 25 episodes, plus the two-part pilot "Darkly Dawns the Duck", as opposed to the uncut version's release on VHS. The second volume, containing the next 27 episodes, was released on August 7, 2007.[25] The sets do not contain any special features. It is currently unknown if Disney has any intentions of releasing the remaining 37 episodes on DVD.

text:
Product
Episodes
Release date

Darkwing Duck: Volume 1
27
August 26, 2006

Darkwing Duck: Volume 2
27
August 7, 2007

text: International (Region 2)[edit]

text: No official releases have been made outside the United States.

text: Video on Demand[edit]

text: International[edit]

text: The entire series is currently available for purchase on Amazon Instant Video in Germany. The first season (comprising the show's first two seasons) is available in six volumes while the second season (comprising the third season) is available in one volume.

text: Darkwing Duck in other languages[edit]

text:
Brazilian Portuguese: similar to English
Portuguese: Pato da Capa Preta
Chinese: 狡猾飞天德 (Simplified) / 狡猾飛天德 (Traditional) (pinyin: Jiǎohuá Fēitiāndé)
Cantonese: 蠱惑飛天德
German: similar to English
Spanish: Pato Darkwing (Spain) / Pato Darkwing (Latin America)
French: Myster Mask
Italian: similar to English
Japanese: ダックにおまかせ ダークウィング・ダック (Dakkuniomakase dākuu~ingu dakku)
Korean: 오리형사 다크 (Orihyeongsa Dakeu)
Polish: Dzielny Agent Kaczor
Finnish: Varjoankka
Russian: Чёрный Плащ (Chyornyi Plashch)
Turkish: Kara Kanat

text: Theme parks[edit]

text:
In 1991, Mickey's Magical TV World as part of Walt Disney World, Darkwing Duck was featured.
In 1991 to 1997, Darkwing Duck appeared in the Disney on Ice, Double Feature... Live!.
In 2013, Darkwing resurfaced at Disneyland Paris, for the Disney Dreamers Everywhere Event.
On September 2014, Darkwing and Launchpad appeared in Disney's California Adventure for meet and greets.

text: Video games[edit]

text:
Darkwing Duck video game was released by Capcom on the Nintendo Entertainment System and the Game Boy as a platform side-scroller. The game was developed for the NES in 1992[26] and was ported to the Game Boy in 1993.[27] The Game Boy version is essentially a slightly stripped-down version of the game.
Darkwing Duck (a different game with the same title) was also released for the TurboGrafx-16 in 1992 as an action side-scroller.
A Disney's Darkwing Duck hand-held LCD game from Tiger Electronics was also released in 1992.
Darkwing Duck (yet another game with the same title) was released for various touchscreen mobile phones as a platform side-scroller in 2010.
Disney Infinity: Marvel Super Heroes (2.0 Edition) has two power discs that were released for the game, "Darkwing Duck's Grappling Gun" and "Darkwing Duck's Ratcatcher". Darkwing Duck himself is a townsperson in the 2.0 Toy Box. Darkwing Duck was close to being a playable character in 2.0 but was eventually scrapped.[28]
Disney Infinity 3.0 had Darkwing Duck close to being a playable character but lost to Olaf in the fan polls for the initial wave of Disney characters for 3.0.[29] However, Darkwing was one of the characters listed on the official fan poll for Disney Infinity that was conducted during the 3.0 life cycle to determine new characters for future installments.[30] Despite being one of the most desired characters,[31] the character will not make it in the game due to the game's cancellation. A Launchpad McQuack townsperson was added in 3.0.
Darkwing Duck appeared in Disney Emoji Blitz in 2017.

text: Comic books[edit]

text: Disney Comics published a four-issue Darkwing Duck comic book mini-series in late 1991, right around the time of the show's syndicated premiere. This mini-series was an adaptation of a draft of the script for "Darkly Dawns the Duck". Like the TaleSpin comic before it, it was meant to spin off a regular comic series, but the Disney Comics implosion happening at the time prevented that plan. However, Darkwing Duck stories were regularly printed in Disney Adventures magazine between the November 1991 and January 1996 issues. Additionally, Darkwing Duck stories were also regularly featured in Marvel Comics' short-lived Disney Afternoon comic book.

text: BOOM! Studios[edit]

text: On March 13, 2010, BOOM! Studios announced that they would be releasing a four-issue Darkwing Duck miniseries, titled "The Duck Knight Returns", starting in June of that year. The series was written by Aaron Sparrow (uncredited), Ian Brill and drawn by James Silvani, and was set one year after the end of the show.[32] BOOM! later announced that due to positive fan reaction, the comic series would be extended indefinitely as an ongoing title.[33] This first trade paperback collection of the initial four issues of the comic was released in the fall of 2010[34]

text: Unlike the original show, the comic strengthened Darkwing Duck's ties to the parent show DuckTales and began to use a number of Carl Barks characters like Magica De Spell (allied to Negaduck in the second story) and cameoing Scrooge McDuck and Gyro Gearloose. A 4-part crossover story with Disney's DuckTales, titled "Dangerous Currency", was released with parts 1 and 3 for DuckTales #5 and #6, and parts 2 and 4 for Darkwing Duck #17 and #18. The comic also made a lot of homages to other Disney shows: Magica's powered up form in #7 has emblems that reference film villains like Hades and Jafar, someone holds a sign saying "Bring Back Bonkers" in the background of #6, and #3 shows Launchpad tried to get a job with Gadget Hackwrench of the Rescue Rangers from Chip 'n Dale Rescue Rangers.

text: The eighteenth issue, which shipped in October 2011, was the end of the series due to BOOM! Studios prematurely losing the Disney Comics license.[35] Darkwing Duck Vol. 5 "Dangerous Currency" crossover, released in November 2011, was the final printing.

text: Joe Books[edit]

text: On January 20, 2016, it was reported that the series will be returning to the comic book format.[36] Writers Aaron Sparrow and artist James Silvani, both of whom worked on the previous Darkwing Duck comic book that was published by Boom! will be returning. Additionally Andrew Dalhouse, Deron Bennett and Jesse Post will assume their roles on the creative team, with R. Janice Orlando, who worked on The Definitively Dangerous Edition, returning as Assistant Editor. Darkwing Duck is now wearing a purple necktie instead of his usual turtleneck.

text: The first issue debuted on April 27, 2016. Titled "Orange is the New Purple".

text: Comic creatorship[edit]

text: Throughout the run of BOOM! Studios' Darkwing Duck comic series, there was controversy as to who was responsible for the series. Editor Aaron Sparrow is largely credited with the idea to relaunch the property and has claimed to have plotted the first arc and come up with many of the concepts for following story arcs.[37] This has been publicly disputed by Boom and credited series writer Ian Brill. However, artist James Silvani has publicly credited Sparrow not only with the idea of bringing the series back, but assisting him in ghost-writing much of the series and changing a lot of the concepts Brill brought to the series following Sparrow's departure from BOOM! Studios. This seems to be further corroborated by the fact that Sparrow and Silvani have both stated they did not write any of the final arc of the series, "Dangerous Currency", which was largely panned by fans for having many glaring character inconsistencies, particularly in the case of the character Gizmoduck.[38]

text: Darkwing Duck creator Tad Stones has also publicly credited Sparrow as bringing the character back in a 2010 BOOM Kids! "Get A Sketch" panel at Comic-Con International. Sparrow continues to make public appearances with Silvani and Stones, and Brill does not. In a 2011 livestream interview Tad Stones admitted he was unhappy with later issues of the series, and particularly criticized the election arc, which he "tried to talk them out of". When questioned on whether he had read the entire comic series he stated: "Not the later stuff. I applaud what James tried to do. I hear he saved them but I thought the central premises were wrong." [39]

text: Sparrow served as moderator at the 2013 Comic-Con panel "25 Years of the Disney Afternoon: The Continuing Legacy", which featured Tad Stones, voice actor Jim Cummings, voice actor Rob Paulsen, TaleSpin creator Jymn Magon, and Darkwing Duck comic artist James Silvani, associations which would seem to further corroborate his version of events.

text: In 2013, Disney European publisher Egmont Group released a compendium of several of the BOOM! Studios Darkwing Duck stories, including "The Duck Knight Returns", "Crisis On Infinite Darkwings", and "F.O.W.L. Disposition". Aaron Sparrow's story credits were not only restored, but he and Silvani created an all-new 3-page introduction, and Brill's dialogue was replaced with original dialogue by Sparrow.

text: On October 22, 2014, comic news website Bleeding Cool announced that the first 16 issues of Darkwing Duck would be packaged together and published in an omnibus by Joe Books. On his Tumblr account, Silvani stated that the omnibus would be a remastered edition, featuring revised art, a new epilogue, and that the script had been "painstakingly rewritten" by Sparrow. It was also announced that the omnibus would lead into a new monthly series written by Sparrow and drawn by Silvani, with no involvement by Brill. The omnibus only collects the first 16 issues and the annual, omitting the final "Dangerous Currency" crossover with DuckTales, seeming to further call into question Brill's claims of sole authorship.

text: On January 18, 2016, Joe Books Twitter feed reported that Darkwing Duck would be returning to monthly comics beginning in April 2016 with Sparrow and Silvani at the helm.

text: According to Silvani's Twitter account, "Dangerous Currency" has been declared non-canon by Disney, and will not be referenced within the new series.

text: Awards and nominations[edit]

text: Daytime Emmy Awards

text: Cameos[edit]

text:
Goof Troop (1992–1993): Quackerjack makes a cameo on Max's watch in the episode "Axed by Addition". In some episodes, Darkwing Duck makes a cameo on the comics and on TV.
Raw Toonage (1992): Launchpad and Gosalyn were guest stars.
Bonkers (1993–1994): In a dream sequence, Bonkers accepts an award for best cartoon crime-fighter from Darkwing, who's jealous he didn't win it himself. Darkwing later makes three more cameos in three other Bonkers episodes.
Aladdin (1994–1995): In the episode "My Fair Aladdin", the Genie transformed into Darkwing Duck.
Quack Pack (1996):
Robot Chicken (2011): In the episode "Kramer vs. Showgirls", a "Where Are They Now" segment revolves around 1990s characters. Launchpad was killed in a mishap with US Airways Flight 1549 and when Gosalyn needed a kidney transplant, Darkwing donated his body to a Chinese restaurant where he was cooked alive.
Funny or Die had an April Fool's sketch in 2013 where lead voice actor Jim Cummings tried to crowdfund a Darkwing Duck animated film created all by himself.[40]
DuckTales: Darkwing will make a guest appearance in the 2017 DuckTales reboot, though it has not been said to which extent the character will appear in the series.[41] The premier episode also namedropped St. Canard, with the name of evil organization F.O.W.L. appearing as an Easter egg.

text: Reception[edit]

text: Darkwing Duck was named the 93rd Best Animated Series by IGN, calling it "one of the many reasons why after-school cartoons rule".[42]

text: "Torgo's Pizzeria Podcast" gave a favorable retrospective review to Darkwing Duck in April 2012. The podcast did however note some weaknesses with the series.[43]