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their products with your needs, wants, and desires to maximize the effectiveness of their marketing mix for you.

Bob drives a Harley Davison motorcycle. He explains that the love of his motorcycle is real and is the center of his life. Bob follows the motto of "Live to ride and ride to live" but he adds: only on my Harley! He has been to the Sturgis, South Dakota Motorcycle Rally with his "Harley friends" and says that such events allow him to meet other Harley owners from all over the world. Any purchase related to his motorcycle $($aka: his baby$)$ is of the utmost importance. Bob's Harley is very unique and almost everything on it is customized. If anything happened to his motorcycle where he had to replace "his baby," no other motorcycle would be considered besides a Harley.

Since you have been attending Louisiana Tech, you talk about your experiences as a student with some of your friends at another school. Your friends seem surprised by your positive view because they express a love of going to their "party school" that has a nationally ranked football team. But they seem to have different values than you. You counter them by explaining that you attended Tech because you enjoy feeling like being a part of a family, going to a place where you can feel safe, and not be lost in a crowd. After having been at Tech for some time, your positive feelings toward LA Tech only increased because you made great friends with both students and faculty, and found that the whole "Tech Family" theme is not just hype, but really part of the college culture for you as a student. On reflection, you find that you truly have strong, positive feelings of loyalty and love toward Tech that were reinforced through your college experience! After graduation, you are certain that you will highly recommend that other people you know attend Tech as well.