Market requirements document

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][2] 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.

Marketing
Marketing Marketing management
Key concepts Distribution Pricing Retail Service Activation Brand licensing Brand management Co-creation Corporate identity Dominance Effectiveness Ethics Mystery shopping Promotion Research Segmentation Strategy Account-based marketing Digital marketing Product marketing Social marketing Influencer marketing Attribution Annoyance factor Horizontal integration Vertical integration
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 Display advertising Drip marketing In-game advertising Mobile advertising Native advertising New media Online advertising Out-of-home advertising Point of sale Product demonstration Promotional merchandise Visual merchandising Web banner Word-of-mouth

See also

References

Shired, Diane MRD – Market Requirements Document, Birds-Eye.Net. Accessed 09. Jun 2009.
Shired, Diane. "Marketing Requirements Document". Archived from the original on August 2014.

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