Market requirements document

Marketing
Key concepts
Product marketing Pricing Distribution Service Retail Brand management Brand licensing Account-based marketing Ethics Effectiveness Research Segmentation Strategy Activation Management Dominance Marketing operations Social marketing Identity Digital marketing
Promotional contents
Advertising Branding Underwriting spot Direct marketing Personal sales Product placement Propaganda Publicity Sales promotion Sex in advertising Loyalty marketing Mobile marketing Premiums Prizes Corporate anniversary On-hold messaging
Promotional media
Printing Publication Broadcasting Out-of-home advertising Internet Point of sale Merchandise In-game advertising Product 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.