Market requirements document

Marketing
Marketing Marketing Management
Key concepts Distribution Pricing Retail Service Activation Brand licensing Brand management Co-creation Corporate identity Dominance Effectiveness Ethics Operations Promotion Research Segmentation Strategy Account-based marketing Digital marketing Product marketing Social marketing Influencer marketing Attribution
Promotional content Advertising Branding Corporate anniversary Direct marketing Loyalty marketing Mobile marketing On-hold messaging Personal selling Premiums Prizes Product placement Propaganda Publicity Sales promotion Sex in advertising Underwriting spot
Promotional media Behavioral targeting Brand ambassador Broadcasting Display advertising Drip marketing In-game advertising Mobile advertising Native advertising New media Online advertising Out-of-home advertising Point of sale Printing Product demonstration Promotional merchandise Publication Visual merchandising Web banner Word-of-mouth

A market requirements document (MRD) in project management and systems engineering, is a document that expresses the customer's wants and needs for the product or service.^[1]

It is typically written as a part of product marketing or product management. The document should explain:

What (new) product is being discussed
Who the target customers are
What products are in competition with the proposed one
Why customers are likely to want this product.

See also

References

↑ Shired, Diane MRD – Market Requirements Document, Birds-Eye.Net. Accessed 09. Jun 2009.

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