Market requirements document

Marketing
Key concepts
Product marketing · Pricing Distribution · Service · Retail Brand management Account-based marketing Ethics · Effectiveness · Research Segmentation · Strategy · Activation Management · Dominance Marketing operations
Promotional contents
Advertising · Branding · Underwriting Direct marketing · Personal sales Product placement · Publicity Sales promotion · Sex in advertising Loyalty marketing · SMS marketing Premiums · Prizes
Promotional media
Printing · Publication · Broadcasting Out-of-home advertising · Internet Point of sale · Merchandise Digital marketing · In-game advertising In-store demonstration · Word-of-mouth Brand ambassador · Drip marketing · Visual merchandising

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.

References

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