Which of the three approaches to marketing presented in this chapter do you think best describes LEGO’s approach? Why?

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1) Evaluate and comment on LEGO’s market orientation using the market orientation assessment form (see Box 1.1) to support your analysis.

2) Which of the three approaches to marketing presented in this chapter do you think best describes LEGO’s approach? Why?

3) What marketing principles are in evidence in this case?

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