You work as a communication specialist at Warby Parker, reporting to co-CEO David Gilboa. Using the skills you’ve been practicing in this course, respond to this challenge: You’re helping Gilboa prepare a report about the company. Gilboa characterizes the report as a ‘public business plan,’ in that it will discuss the company and its objectives, strategies, and operations without disclosing the sort of confidential information that a typical business plan includes. The secondary audience includes potential investors, employees, and business partners. To help overcome shoppers’ reluctance to buy eyewear online, Warby Parker has been test marketing the concept called Home Try-On, in which people in the South Florida test market can order five pairs of frames, keep them for five days at no cost, then decide which pair they would like to order, and which they will send back. This gives shoppers lots of time to try on the frames they are considering and get the opinions of family and friends. On the job (Internal, Unsolicited Proposal) Write a 2-3 page (2 if single-spaced, 3 or more if double-spaced) internal proposal, in memo form, to Mr. Gilboa, with your evaluation of the test market results and your recommendation how the company should proceed with this concept based on that test. Remember to include headings or subheadings for each section in the proposal that explain this program-e.g. Background, Solution, Recommendation, etc. Make sure to correctly identify and analyze your audience, as well as any possible secondary audiences. Remember, Mr. Gilboa, the person to whom you submit your proposal, is in a position to order the implementation of the change recommended. It is important that you develop this memo with your own thoughts and input. You can make the test market experience good or bad, and base your recommendation on that. Make up any information you wish to bolster your case; in the real world, you would have this kind of data and information before you would write this memo. Here is an example: A rough outline for a favorable recommendation: Subject: Home Try-On Market Concept Test Background: As you know…profits down, store rents rising, we are seen as an old-fashion, undynamic company by the general public. Question: is the internet the answer? Marketing came up with concept of Home Try-On, and began test marketing it in South Florida in November of last year. Perceived Risks Prior to Test Market: Concept too confusing for public? What if customers did not return the 4 pair of frames they did not want? What sort of breakage might be expected? Would postage and handling be too costly? Test Market Results: Public seemed to love the concept. Orders very high. 98% return rate on 4 pairs they did not want. Virtually no breakage. Minimal shipping and handling costs, because customer had to agree beforehand to absorb these costs. Recommendation: Expand test market to entire East Coast for an additional 4 months. Prepare to go nationwide if results from that test equally encouraging. Business Proposal Rubric 100 Criteria This criterion is linked to a Learning OutcomeFormat This criterion is linked to a Learning OutcomeContent & Organization This criterion is linked to a Learning OutcomeSpelling & Grammar Ratings 20 to >15.0 pts Excellent • Proper headings, spacing, paragraph breaks, and margins. 15 to >10.0 pts Good • Good headings, spacing, paragraph breaks, and/or margins with minor errors. 40 to >30.0 pts Excellent • Fully developed background information, solution and recommendation. • Logically developed paragraphs, comprehensive content, and effective transitions. 20 to >15.0 pts Excellent • Varied and effective sentence structure; concise, clear, courteous, and correct language 10 to >5.0 pts Fair • Inconsistent headings, spacing, paragraph breaks, and/or margins. 30 to >20.0 pts Good • Mostly developed or supported background information, solution and recommendation. • Fairly effective use of transitions. 15 to >10.0 pts Good • Minor errors in sentence structure, spelling, and/or word choice. 5 to >0.0 pts Unacceptable • Incorrect headings, spacing, paragraph breaks, and/or margins 20 to >10.0 pts Fair • Partially undeveloped or supported background information, solution and recommendation. • May use questionable transitions. 10 to >5.0 pts Fair • A moderate number of errors in sentence structure, spelling, and/or word choice. 10 to >0.0 pts Unacceptable • Unfocused ideas, ineffective paragraphs, incorrect content, and/or nonexistent transitions. 5 to >0.0 pts Unacceptable • Poor sentence structure, incorrect word usage, several misspelled words, and/or discourteous language. 0 pts No Submission • Author did not include a submission. 0 pts No Submission • Author did not include a submission. 0 pts No Submission • Author did not include a submission. This criterion is linked to a Learning OutcomePunctuation Total Points: 100 20 to >15.0 pts Excellent • Evidence of careful proofreading. Errors do not interfere with comprehension and do not negatively influence the reader’s perception of the writer. 15 to >10.0 pts Good • Minor errors that may interfere with comprehension or may negatively influence the reader’s perception of the writer. 10 to >5.0 pts Fair • A moderate number of errors that may interfere with comprehension or may negatively influence the reader’s perception of the writer. 5 to >0.0 pts Unacceptable • Frequent and serious errors that significantly interfere with comprehension and negatively influence the reader’s perception of the writer. 0 pts No Submission • Author did not include a submission. Purchase answer to see full attachment Explanation & Answer: 3 pages Tags: marketing strategy Marketing management Technological Advancements confidential information business planning strategy User generated content is uploaded by users for the purposes of learning and should be used following our company’shonor code & terms of service.

MLA In-Text Citations: The Basics

Guidelines for referring to the works of others in your text using MLA style are covered throughout the MLA Handbook and in chapter 7 of the MLA Style Manual. Both books provide extensive examples, so it’s a good idea to consult them if you want to become even more familiar with MLA guidelines or if you have a particular reference question.

BASIC IN-TEXT CITATION RULES

In MLA Style, referring to the works of others in your text is done using parenthetical citations. This method involves providing relevant source information in parentheses whenever a sentence uses a quotation or paraphrase. Usually, the simplest way to do this is to put all of the source information in parentheses at the end of the sentence (i.e., just before the period). However, as the examples below will illustrate, there are situations where it makes sense to put the parenthetical elsewhere in the sentence, or even to leave information out.

General Guidelines

• The source information required in a parenthetical citation depends (1) upon the source medium (e.g. print, web, DVD) and (2) upon the source’s entry on the Works Cited page.
• Any source information that you provide in-text must correspond to the source information on the Works Cited page. More specifically, whatever signal word or phrase you provide to your readers in the text must be the first thing that appears on the left-hand margin of the corresponding entry on the Works Cited page.

IN-TEXT CITATIONS: AUTHOR-PAGE STYLE

MLA format follows the author-page method of in-text citation. This means that the author’s last name and the page number(s) from which the quotation or paraphrase is taken must appear in the text, and a complete reference should appear on your Works Cited page. The author’s name may appear either in the sentence itself or in parentheses following the quotation or paraphrase, but the page number(s) should always appear in the parentheses, not in the text of your sentence. For example:

Wordsworth stated that Romantic poetry was marked by a “spontaneous overflow of powerful feelings” (263).

Romantic poetry is characterized by the “spontaneous overflow of powerful feelings” (Wordsworth 263).

Wordsworth extensively explored the role of emotion in the creative process (263).

Both citations in the examples above, (263) and (Wordsworth 263), tell readers that the information in the sentence can be located on page 263 of a work by an author named Wordsworth. If readers want more information about this source, they can turn to the Works Cited page, where, under the name of Wordsworth, they would find the following information:

Wordsworth, William. Lyrical Ballads. Oxford UP, 1967.

IN-TEXT CITATIONS FOR PRINT SOURCES WITH KNOWN AUTHOR

For print sources like books, magazines, scholarly journal articles, and newspapers, provide a signal word or phrase (usually the author’s last name) and a page number. If you provide the signal word/phrase in the sentence, you do not need to include it in the parenthetical citation.

Human beings have been described by Kenneth Burke as “symbol-using animals” (3).

Human beings have been described as “symbol-using animals” (Burke 3).

These examples must correspond to an entry that begins with Burke, which will be the first thing that appears on the left-hand margin of an entry on the Works Cited page:

Burke, Kenneth. Language as Symbolic Action: Essays on Life, Literature, and Method. University of California Press, 1966.