Anderson, Wineaster2016-04-152016-04-152012Anderson, W., 2012. A gender-based comparison of marketing strategies of SMEs in Tanzania. Why Marketing Standards?.http://hdl.handle.net/123456789/1544This study identifies the differences between female and male-owned SMEs with respect to business characteristics, application of marketing strategies and associated marketing challenges. To achieve this, a survey was conducted in Dar es Salaam, Tanzania during 2009. Then the study used the Chi-square test for independence and the student t-test to examine if there was any significant difference between male and female-owned businesses, which would determine whether gender has an influence on marketing decisions. It was revealed that the main strategy used by female-owned businesses was Networking, while their male counterparts focused more on the strategy of Quality and Price differentiation. The associated costs and ease to use were the major influences on the choice of strategy, regardless of gender. Compared with their male counterparts, females tend to commit fewer resources to their ventures. Moreover, most owner-managers were more generalists, not marketing specialists. Principles and practices on how to grasp the existing opportunities and to promoting SME growth through using appropriate marketing strategies regardless of gender have been recommended.enSMEsMarketing strategiesGender perspectiveJournal Article, Peer Reviewed