Marketing Key to Success


Extended Education explores people and process behind a product’s success.

By Claudia Bermudez

Online Staff Writer

Three business professionals were on campus Friday morning to discuss marketing—the people, process and product.

The three speakers were part of the three-hour Small Business Development Conference in the Extended Education Center at California State University Dominguez Hills. The conference workshops, titled “Start Small, Finish Big, But Get Started!” is a three-part series that will continue through next month.

Sharon Petersen from LACC Goldman Sachs 10K Small Businesses showed a video on how to market, pitch and recruit for your business. She explained that in order to join Golden Sachs one must be owner or co-owner of a business, business in operation for at least two years, and make between $150,000 and $4 million in revenue. The Golden Sachs program is made up of 11 sessions over a three- to four-month period.

CSUDH marketing professor Kirti Celly talked about using innovation to create a satisfied customer.

She discussed how even just making Uncle Ben’s rice from slow cooked to instant was a big success because people live such fast lives but they don’t want to eat McDonalds.

“It is the customer who determines what the business is,” Celly said. “Because it’s purpose is to create a customer, any business enterprise has two- and only these two basic functions: marketing and innovation.”

Charlie Lowe, business advisor from the El Camino Business Development Center, focused on why businesses buy into marketing.

He believes marketing increases awareness of products and services. With marketing a business gains more contacts, relationships, sales and profit. He believes one should not have an attitude and rather listen humbly to their clients.

The “Start Small, Finish Big, But Get Started!” workshops are brought to the public by the Mervyn M. Dymally African American Political and Economic Institute (MDAAPEI) at CSUDH in collaboration with the Entrepreneurial Institute at CSUDH, California SBDC Los Angeles Regional Network and the South Bay Entrepreneurial Center.

The two remaining workshops will take place from 9 a.m. to noon March 20 and April 3 in the CSUDH Extended Education Room EE-1222.

Source: Marketing key to success

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