Market requirements document

Marketing
Marketing Marketing management
Key concepts Product marketing Pricing Distribution Service Retail Brand management Brand licensing Co-creation Account-based marketing Ethics Effectiveness Research Segmentation Strategy Activation Management Dominance Marketing operations Social marketing Identity Digital marketing Promotion
Promotional content Advertising Branding Underwriting spot Direct marketing Personal selling Product placement Propaganda Publicity Sales promotion Sex in advertising Loyalty marketing Mobile marketing Premiums Prizes Corporate anniversary On-hold messaging
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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.

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Market requirements document

See also

References