What statement did Mountain Dew develop to guide their marketing mix decisions?

The correct answer is that Mountain Dew developed a positioning statement to guide their marketing mix decisions. A positioning statement articulates how a brand wants to be perceived in the market relative to competitors. It defines the unique value that the brand offers to its target audience and helps unify the brand's messaging across all marketing channels.

For Mountain Dew, having a clear positioning statement allows the brand to create targeted marketing strategies that resonate with its core demographic, which is often younger consumers looking for an active and adventurous lifestyle. This not only helps in crafting specific messaging around their product but also informs decisions regarding product development, promotional strategies, pricing, and distribution.

In contrast, a targeting strategy focuses on identifying and engaging specific segments of the market rather than defining a unique market position, while a marketing plan is a broader document that outlines overall marketing activities and strategies. Lastly, a sales forecast predicts future sales based on past data and trends, helping the company plan for production and inventory but not necessarily guiding the strategic messaging or positioning in the market.