Harbinger Products competes in the branded consumer foods market. Since its domestic (U. S.) market is getting quite competitive, the company wants to expand internationally. The company's CFO, Bing Jones wants to sell the company's products "as-is" in foreign markets because he wants to minimize costs. Shayna Rodriguez, the company's marketing manager is vehemently opposed to this idea. She believes that the company has to address the product attributes, distribution strategy, communication strategy, and pricing strategy for each of the markets that the company is considering enter. What is Shayna Rodriguez referring to?
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