Strategy management Essay Example | Topics and Well Written Essays - 3000 words

Procedure the board - Essay Example Over the timeframe, it has followed a forceful development system and turned out to be progressively creative contribution extra administrations. It has additionally been one of the main worldwide retailers on the planet to offer versatile installment checkouts at its few of stores. Through it has followed a forceful system to additionally enter into its current markets; it has likewise been increasingly forceful as far as market improvement and has been opening its outlets in different new markets. Starbucks has in excess of 700 stores in UK, it is working to be one of the main espresso producers in the nation. UK is experiencing a financial downturn and generally speaking shopper certainty is moderately low. It was a direct result of this explanation that Starbucks endured misfortunes in UK likewise in any case; it is as yet recuperating and is following a forceful procedure to infiltrate into UK advertise. Large scale Environment Analysis The fundamental variables talked about in this examination are significant on the grounds that it straightforwardly impact the way Starbucks works in UK showcase. A cautious administration of these variables requires successful vital activity so as to turn out to be increasingly serious in the market. Political Factors UK is considered as the mother of popular government on the planet with stable government set up. Government is strong of market economies and is in this way the general danger of government mediation is moderately careless. By and large government strategies are positive for the private ventures and the private property rights and laws are appropriately in set. Despite the fact that UK has solid organization set up in any case, government organization and functionaries are steady of private ventures with minimal authoritative obstacles set up. In spite of the fact that UK has a past filled with nationalizing privately owned businesses anyway it may not be the situation thinking about the general elements of worldwide business. Financial Factors UK is experiencing monetary downturn with reliably low or negative financial development rates saw during most recent couple of years. Joblessness is on the ascent and government has set up severity measures to control government consumption. Because of these components, in general shopper certainty is low and buyers are pulling back their utilization to spare more. As of late, UK economy experienced somewhat higher monetary development rates because of Olympics be that as it may, this might be considered as an occasional variety. (Monaghan, 2012).â Still the degree of joblessness is generally with in excess of 2 million individuals are as yet jobless. With the economy further contracting, it might be conceivable that the joblessness rates may increment. Social Factors Drinking espresso is turning into a standard in UK however Britain are considered as tea consumers. For the most part regular workers experts just as youth like to drink espress o and is progressively turning into an accepted practice in UK. It has additionally been proposed that drink espresso is considered as something which high achievers do. Espresso, socially, is being smashed by the working experts who are searching for some in a hurry brag of vitality. Espresso is additionally being utilized in workplaces for the most part with various associations. Innovative Factors Technology is generally changing quick with portable installments turning out to be new patterns for purchasers to paying. The progression in advanced mobile phones and portable installments innovation has gotten new changes the manner in which customers really connect and pay. The effect of online proposals in transit

Shirley Jackson Study Guide free essay sample

Presentation a. Snare: It isn't in every case genuine that with age comes astuteness. b. Lead: In Shirley Jackson’s short stories, â€Å"Afternoon in Linen† and â€Å"After You My Dear Alphonse† the kids show insight by not acting better than others around them. c. Postulation: In â€Å"Afternoon in Linen† and â€Å"After You My Dear Alphonse† Shirley Jackson utilizes comparative portrayals and incongruity to make this subject. II. BP 1 a. Point An intolerant individual regularly decides not to allow free realities when an idea is planted in their mind. b. Portrayal: Mrs. Wilson is biased . Models I. Expect that Johnny made Boyd convey all the wood since he is African American ii. Accept Boyd’s father is a worker in the processing plant iii. Expect his mom would work iv. Accept he doesn't eat well v. Accept he needs garments vi. Accept he has numerous siblings and sisters d. We will compose a custom article test on Shirley Jackson Study Guide or on the other hand any comparative subject explicitly for you Don't WasteYour Time Recruit WRITER Just 13.90/page Finishing up Mrs. Wilson was determined to the possibility that in light of the fact that Boyd was African American he was poor. Significantly subsequent to being told more than once she wasn't right she kept on pushing and push. III. BP 2 a. Theme Showing off scarcely ever ends up being great. b. Portrayal: Harriet’s grandma, Ms. Lennon, is intolerant c. Models I. Discusses how her granddaughter plays constantly ii. Gets resentful when Harriet won’t play music and pushes her to peruse her sonnets iii. Continues pushing and pushing in any event, when Harriet continues denying iv. Doesn’t acknowledge what Harriet is doing and doesn’t care since she needs to flaunt so seriously d. Finishing up Ms. Lennon attempted to flaunt Harriet yet Harriet would prefer to be viewed as a literary thief than flaunt. IV. BP 3 a. Point When an individual is persuaded they are correct it’s difficult to convince them in any case. b. Incongruity: Mrs. Wilson acts far and away more terrible to Boyd when she understands he doesn’t need her assistance c. Models I. When Boyd continues denying her endeavors at greatness, she really shows what is a greater amount of her genuine character â€thinking she is better than others d. Finishing up When Mrs. Wilson try’s to help Boyd thinking he is poor since he is African American she harms urges others to view her ominously. V. BP 4 a. Theme A child’s determination can defeat a grandparents intensity. b. Incongruity: Harriet would prefer to be viewed as a literary thief than feed into her grandmother’s want to be superior to the Kator’s c. Models I. Harriet denies doing anything for the grandma and really deceives make herself look downright awful just with the goal that the grandma can't act better than the Kator’s d. Closing Harriet’s determination defeated her grandmas intensity. VI. Determination a. The utilization of incongruity and portrayal are compelling in making a subject b. Shirley Jackson’s short stories, â€Å"Afternoon in Linen† and â€Å"After You My Dear Alphonse† exhibit the subject that kids are more savvy than grown-ups on the grounds that they have not let the shades of malice of society sway them yet. c. The virtue of a kid ought to be utilized as a model for the grown-ups of society.

Cost Analysis Essay Example | Topics and Well Written Essays - 750 words

Cost Analysis - Essay Example 6 Works refered to 8 1. What amount do US Airways benefits vary because of fuel instability? The quarterly report of 2013 of US Airways shows that, when contrasted with 2012, the net gain earned by the organization in the second quarter of 2013 has diminished, which has additionally brought down the Earnings per Share (EPS) accessible to the investors. The purpose behind this abatement in benefits can be allocated to the unpredictability in costs of fuel. As referenced in the quarterly report of 2013, every day the costs of Brent unrefined petroleum had vacillated between $110 per barrel to $97 per barrel in the long stretch of April, and in the quarter end the cost was seen as $102 per barrel. In spite of the fact that the U.S. carrier Industry is confronting moderate fuel costs in the second quarter of 2013, however in the first quarter of 2012, the business confronted higher unpredictability and vulnerability which have influenced the business. The vulnerability in the costs of fu el has caused interruptions in the flexibly of airplane fuel and has antagonistically influenced the working outcomes and liquidity of the organization. 2.  Why is fuel unpredictability terrible for benefits? Do a cost examination alone, and afterward do a full benefit augmenting investigation. Instability in the costs of fuel has genuine effects on benefits of the organization. The unpredictability results in good and bad times in profits and offer costs which unfavorable influences worldwide development. Instability in the costs of fuel likewise influences yield, activities and income, which thus influences gainfulness. The expense of communicate and mainline fuel was $1.13billion in the second quarter of 2013, which was 4.6% or $55million lower when contrasted with the second quarter of 2012. The organization is attempting to keep up a minimal effort structure, yet it is reliant on two factors, the wellbeing of the economy and the cost of fuel. The mainline costs per accessible seat mile barring exceptional things, fuel and benefits have diminished by 0.4%, for example 0.04cents, from 8.25cents in the second quarter of 2012, to 8.21cents in the second quarter of 2013. In such a circumstance, the organization can endeavor to augment its benefits by an endeavor to limit its dangers by receiving hazard control measures. Precise hazard isn't heavily influenced by the organization, however the organization may attempt to beat unsystematic dangers with the assistance of key choices. 3. What is Express Operation’s working expense per ASM? What is its working expense per RPM? What is the contrast between these two numbers? Cost per Available Seat Miles (CASM) is a proportion of unit cost utilized ordinarily in the carrier business. It is communicated in pennies to deal with each seat mile advertised. It is figured by separating different proportions of working income by ASM (Available Seat Miles). Cost per ASM is utilized to analyze expenses of various car riers or of a similar aircraft across various timespans. A lower CASM makes it simpler for a carrier to make benefit, yet doesn't ensure productivity. Income Passenger Mile (RPM) is made when a traveler pays to fly one mile and is viewed as the fundamental proportion of aircraft traveler traffic. RPM can be viewed as the essential measure of creation made by an aircraft. RPM can be determined by duplicating the quantity of filled seats by the quantity of miles flown. Over an airline’s framework ASM can be contrasted with RPM to decide the all out traveler load factor. RPM is often contrasted with ASM, as ASM decides the complete number of traveler miles that could be created to confirm the measure of income

Free Essays on Dead Man Walking

Dead Man Walking The film â€Å"Dead Man Walking† raised some significant inquiries. Questions concerning moral, abhor, love, absolution, equity, and compromise. As well as though capital punishment is a proper and only discipline for a wrongdoing. All through this film there was a great deal of abhor. There was so much annoyance and demeanor in the entirety of the characters. Matt Poncelet was a befuddled and contemptuous person. He was so conceal with outrage that he didn’t even truly comprehend what his genuine sentiments were. He thought he was this huge, terrible, extreme individual yet he truly wasn’t. Inside he was a terrified little kid. He accepted that he was invulnerable and that nobody could contact him. It wasn’t until the end when he was in his cell anticipating his demise that he truly took ownership of what he was and the things that he did. The guardians of the two casualties were likewise loaded up with despise and outrage. They despised their children’s executioners, however who wouldn’t loathe the enemies of your kinfolk. They were blinded by their detest. All they needed was to see the man that slaughtered their kids dead. It appears to me that detest was the primary driver for the entirety of the issues in the film. In some cases individuals need to simply unwind and allow things to occur. Scorn is an ailment that murders. Contempt executed the children, disdain murdered Mathew Poncelet, and scorn slaughtered the marriage of the casualties guardians. Abhor makes individuals anxious, they hop and detonate at the smallest thing. Abhor in unfortunate, it consumes within you and gets to your character. Abhor changes individuals for the more awful. Individuals need to figure out how to pardon others for their activities. The guardians of the casualties didn’t fundamentally need to excuse Matt Poncelet yet they expected to let it proceed to have him get his discipline. They expected to comprehend that in any event, when he was executed it would not bring back their kids. It might cause them to feel better be that as it may, it despite everything wont transform anything. Everything will in any case be... Free Essays on Dead Man Walking Free Essays on Dead Man Walking Dead Man Walking The film â€Å"Dead Man Walking† raised some significant inquiries. Questions concerning moral, detest, love, absolution, equity, and compromise. As well as though capital punishment is a proper and only discipline for a wrongdoing. All through this film there was a great deal of detest. There was so much outrage and aura in the entirety of the characters. Matt Poncelet was a confounded and disdainful person. He was so covered with outrage that he didn’t even truly recognize what his genuine emotions were. He thought he was this huge, terrible, extreme individual however he truly wasn’t. Inside he was a frightened little kid. He accepted that he was strong and that nobody could contact him. It wasn’t until the end when he was in his cell anticipating his demise that he truly took ownership of what he was and the things that he did. The guardians of the two casualties were additionally loaded up with despise and outrage. They loathed their children’s executioners, yet who wouldn’t despise the enemies of your family. They were blinded by their detest. All they needed was to see the man that slaughtered their kids dead. It appears to me that detest was the primary driver for the entirety of the issues in the film. In some cases individuals need to simply unwind and allow things to occur. Scorn is a malady that executes. Disdain murdered the children, scorn executed Mathew Poncelet, and contempt slaughtered the marriage of the casualties guardians. Despise makes individuals tense, they bounce and detonate at the smallest thing. Abhor in undesirable, it destroys within you and gets to your character. Abhor changes individuals for the more regrettable. Individuals need to figure out how to excuse others for their activities. The guardians of the casualties didn’t fundamentally need to excuse Matt Poncelet however they expected to let it proceed to have him get his discipline. They expected to comprehend that in any event, when he was executed it would not bring back their kids. It might cause them to feel better in any case, it despite everything wont transform anything. Everything will in any case be...

Developing Marketing Strategies and Plans MCQS Essay

1. A key element of the showcasing the executives procedure is sagacious, ________ advertising methodologies and plans that can manage promoting exercises. a. imaginative b. quantifiable c. large scale d. smaller scale e. specialty Answer: a 2. As per a part tale about H&M garments stores, H&M can put items out rapidly and reasonably by the entirety of the accompanying EXCEPT ________. a. having not many mediators and possessing no industrial facilities b. purchasing enormous volumes c. having broad involvement with the attire business d. having an incredible information on which merchandise ought to be purchased from which markets e. having complete control of its dispersion channel from the time the merchandise are delivered until the time they are sold Answer: e 3. The undertaking of any business is to convey ________ at a benefit. a. client needs b. items c. client esteem d. items and administrations e. improved quality Answer: c 4. In a hyper serious economy, for example, our own, an organization can win just by tweaking the worth conveyance process and picking, giving, and ________ unrivaled worth. a. conveying b. choosing objective markets with c. making d. creating e. examining Answer: a 5. The customary perspective on showcasing is that the firm makes something and afterward ________ it. a. markets b. sells c. disseminates d. costs e. administrations Answer: b 6. Today, the â€Å"mass-market† is really fragmenting into various ________, each with its own needs, discernments, inclinations, and purchasing standards. a. smaller scale markets b. showcase targets c. full scale markets d. client inner circles e. segment units Answer: a 7. The primary period of the worth creation and conveyance arrangement is ________ that speaks to the â€Å"homework† promoting must do before any item exists. a. picking the worth b. statistical surveying c. target showcasing d. administration thought e. projective reasoning Answer: a 8. The last advance in the worth creation and conveyance arrangement is ________ the worth where the business power, deals advancement, publicizing, and other specialized apparatuses declare and advance the item. a. creating b. conveying c. conveying d. turning around e. investigating Answer: c 9. The Japanese have refined the worth conveyance procedure to incorporate a part that underscores ________. a. zero overhauling b. zero client input time c. zero advancement d. zero reliance on middle people e. zero showcasing costs Answer: b 10. The ________ is an instrument for distinguishing approaches to make more client esteem. a. esteem chain b. client review c. brand steadfastness file d. advancement channel e. provider database Answer: a 11. The ________ recognizes nine deliberately significant exercises that make worth and cost in a particular business. a. offer b. esteem chain c. statement of purpose d. yearly report e. manager’s log Answer: b 12. The ________ in the worth chain spread the arrangement of carrying materials into the business (inbound coordinations), changing over them into definite items (tasks), transporting out conclusive items (outbound coordinations), promoting them (advertising and deals), and overhauling them (administration). a. activities process b. fabricating process c. essential exercises d. optional exercises e. tertiary exercises Answer: c 13. Obtainment, innovation improvement, human asset the board, and firm framework are dealt with in certain specific offices and are called ________. a. materials taking care of b. bolster exercises c. stock exercises d. essential exercises e. benchmark exercises Answer: b 14. The firm should assess its competitors’ expenses and exhibitions as ________ against which to look at its own expenses and execution. a. rivalry b. norms c. challenges d. benchmarks e. moveable norms Answer: d 15. The firm’s achievement depends not just on how well every office plays out its work, yet additionally on how well the different departmental exercises are facilitated to lead ________. a. center methodologies b. satellite organizations c. guiding principle d. center business forms e. center advancements Answer: d 16. As for center business forms, all the exercises associated with social event showcase insight, dispersing it inside the association, and following up on the data is alluded to as the ________. a. showcase detecting process b. statistical surveying process c. target promoting process d. showcase beat process e. organization process Answer: a 17. As for the center business forms, all the exercises associated with exploring, creating, and propelling new top notch contributions rapidly and inside spending plan are alluded to as the ________. a. new item process b. new contribution acknowledgment process c. item improvement process d. item dispatch process e. quantifiable profit process Answer: b 18. As for the center business forms, the ________ is viewed as all the exercises engaged with characterizing objective markets and prospecting for new clients. a. client procurement process b. client relationship the board procedure c. satisfaction the board procedure d. client prospecting process e. client value process Answer: a 19. A decent method to portray the ________ would be examine all the exercises associated with building further getting, connections, and contributions to singular clients. a. client securing process b. client relationship the board procedure c. client prospecting process d. client satisfaction the executives procedure e. client value process Answer: b 20. Another approach to depict a worth conveyance arrange (banding together with explicit providers and merchants) is to consider it a ________. a. cooperation gathering b. plot c. local force community d. connection to connections e. flexibly chain Answer: e 21. The way to using hierarchical center skills is to ________ that make up the pith of the business. a. make the capabilities pay for themselves b. own all middle people who interact with your products and ventures c. own and sustain the assets and capabilities d. underscore worldwide advancements e. fragment workforces Answer: c 22. We can say that a ________ has three qualities: (1) It is a wellspring of upper hand in that it makes a huge commitment to saw client benefits, (2) it has applications in a wide assortment of business sectors, and (3) it is hard for contenders to impersonate. a. center competency b. business system c. center innovation d. vital specialty unit e. winning system Answer: a 23. Center abilities will in general allude to zones of extraordinary specialized and creation skill, where ________ will in general portray greatness in more extensive business forms. a. process benchmarks b. unmistakable capacities c. center business esteems d. esteem explanations e. statements of purpose Answer: b 24. George Day sees showcase driven associations as exceeding expectations in three unmistakable abilities: ________, client connecting, and channel holding. a. target advertising b. statistical surveying c. satisfying client needs d. showcase detecting e. client support connections Answer: d 25. Contenders think that its difficult to impersonate organizations, for example, Southwest Airlines, Dell, or IKEA in light of the fact that they can't duplicate their ________. a. item advancements b. appropriation system c. estimating arrangements d. action frameworks e. coordinations framework Answer: d 26. One origination of all encompassing showcasing sees it as â€Å"integrating the worth investigation, ________, and esteem conveyance exercises to fabricate long haul, commonly fulfilling relationship and co-thriving among key stakeholders.† a. esteem creation b. incentive c. esteem the board d. esteem explore e. esteem chain Answer: a 27. All encompassing advertisers accomplish beneficial development by growing client share, ________, and catching client lifetime esteem. a. subverting serious abilities b. building client steadfastness c. draining the market for item wants d. restoring a client base e. examining all piece of the overall industry information Answer: b 28. The all encompassing advertising system is intended to address three key administration questions. Which of coming up next would one say one is of those inquiries? a. Worth claimsâ€how does the organization manage esteem disintegration? b. Worth propositionâ€how can offers be made beneficial? c. Worth chainâ€are there powerless connections in the company’s esteem chain d. Worth networkâ€how can an organization adequately arrange? e. Worth explorationâ€how can an organization distinguish new worth chances? Answer: e 29. The customer’s ________ reflects existing and inert needs and incorporates measurements, for example, the requirement for cooperation, steadiness, opportunity, and change. a. ability space b. asset space c. enthusiastic space d. relationship space e. intellectual space Answer: e 30. The organizations ________ can be depicted as far as breadthâ€broad versus centered extent of business; and depthâ€physical versus information based capacities. a. business crucial b. center methodology c. subjective space d. competency space e. asset space Answer: d 31. The collaborator’s ________ includes even organizations, where organizations pick accomplices dependent on their capacity to abuse related market openings, and vertical association, where organizations pick accomplices dependent on their capacity to serve their worth creation. a. asset space b. competency space c. psychological space d. balanced space e. administration space Answer: a 32. Business realignment might be important to expand center abilities. Which of the accompanying would be one of the means in this realignment procedure? a. Investigating every large scale relationship. b. Inspecting worldwide effort projections. c. Rethinking the business idea (the â€Å"big idea†). d. Looking into triumphs from web based business (assuming any). e. Redoing the morals articulation. Answer: c 33. ________ permits the organization to find who its cust

The Value of Believing You Get What You Pay For

The Value of Believing You Get What You Pay For Choosing Value Last week I received a call from a marketing executive in Switzerland who wanted assistance with an important cover letter. He had found me on LinkedIn and chosen my company over three others. With excitement in his voice, he explained to me that as a marketer, he was fascinated by his own behavior in deciding upon The Essay Expert: He chose us because we were the most expensive company. In a similar phenomenon, for many months I had been frustrated that people were landing on my professional bio page and calling me about the service, but not purchasing. I considered removing bios from my offerings, but first decided to try raising my rates. Lo and behold, people started buying bios more often! I got the sense that they trusted they would get a better product and perhaps something they couldn’t write themselves. Of course, people do not always choose to buy the most expensive option in front of them. Different consumers have different budgets, and some people simply can’t afford to purchase more pricey goods and services. In fact, the same week I was contacted by the client from Switzerland, I also heard from a client who wanted to pay $500 for services that would normally go for $1700 according to my normal pricing. He simply could not afford my rates. And although I sympathized with his situation, I was not able to work with him and keep within my business model. Pricing Psychology If it’s true that “you get what you pay for,” expectations are set by price, and regardless of the actual product or service delivered, a consumer will value it according to what he or she paid for it. Studies have shown that people expect a positive correlation between price and quality (e.g., Rao and Monroe, 1989). In a 2008 study about wine enjoyment by Goldstein et. al., consumers who did not know the price of the wine they were drinking did not like more expensive wine better; but when they were told they were drinking a more expensive wine, they gave the wine higher ratings. It seems our brains actually play tricks on us to make us appreciate things more when we pay more money for them! This doesn’t mean that we can charge high prices and then deliver a shoddy result. If someone pays a high price for something and is disappointed, she might be even more upset than if she had paid lessâ€"although not necessarily! I have learned that people looking for a deal are often more demanding than those willing to pay for value. Choosing Clients My Swiss client was clearly guided by the phenomenon of expecting value for value. And he knew the value he wanted: the confidence that would come from having a clearly written, persuasive letter, in solid English, stating his commitment and qualifications for transitioning from the corporate to the non-profit world. He was my ideal client. He requested to pay a rush fee for a quick turnaround. He partnered with us fully in the project. And when we delivered the letter, he told us we had exceeded his expectations. In return, I was happy and willing to go the extra mile for him and give him the modifications he needed at 11pm U.S. Central time on a Friday night. He has already purchased additional services. The price-averse potential client, on the other hand, was not my ideal client. He presented with a complex situation that would have required more work than the average executive service, yet even at $1700 he would have been paying mid-level rates. Having been out of work for a year, I believe he was looking for a result that I could not guarantee: a job. For him, I believe confidence in putting his best foot forward might not have been enough, and I was concerned that he might come back asking for a refund of his $500. Every business owner when setting pricing must make a decision about what type of clients they want to target: Do you want those who are looking for a deal and will say yes because you offer one? Or those who want to pay for value and will appreciate your products and services in part because they paid top dollar for them? There is no right answer to which type of client to attract, but for me, I choose the latter. That’s my win-win and I am prepared to live up to my value proposition.

The Three Forms of Madness in King Lear - Literature Essay Samples

This essay concentrates on Act 111, Scene 4 of Shakespeares King Lear, a tragic and powerful scene in which we witness Lears mind tragically giving way to the menace of madness, which has relentlessly pursued him throughout the play. However, the character of Lear only portrays one of the three forms of madness represented in the scene he may be the only character who is truly mad, but there is also the feigned madness of Poor Tom, and the professional madness of the Fool. These varying forms of madness are all represented in different ways via varying styles and forms of language, imagery, movement and verbal styles.By the time that this scene takes place, Lear has been reduced from being a powerful and respected monarch with hundreds of followers, to being a lonely, rejected man, cast out of his own kingdom, his family, and all his fortune and wealth. He has been shut out in the night to wander the earth, accompanied by the only subjects whom remain loyal  ­ his Fool, and the Ea rl of Kent, who is disguised as Caius. The Fool and Kent have joined together in the scene to support the king, both physically and mentally.That Lear finds himself here is a mixture of the results of his own folly, and the cruelty that he suffers by the hands of his own flesh and blood. In the first scene of the play, Lear makes a series of mistakes, which ultimately prove fatal for the king. Firstly, he misguidedly casts off Cordelia, his only loyal daughter, then he proceeds to divide his kingdom between the two remaining pelican daughters (111.4.72), leaving himself with nothing but trust in his daughters love for him. However, as their title here suggests, his two daughters betray their doting fathers trust by seizing all power from him and uniting to place him in the wretched situation he now finds himself in.Even though Lear has been reduced to so little, his voice still remains the commanding one. He retains the language of the central figure, the hero of the play. He specia lises in hyperbole, inciting the stars at every given opportunity, including here, when he is cast out from his family and he commands the stars to cast down their diseases upon those that have caused him pain:Now all the plagues that in the pendulous air Hang fated oer mens faults light on thy daughters! (111.4.64-5)He conducts trials, ordering the wholly unqualified, but in Lears demented eyes, most learned justicer (111.6.21), Poor Tom, to be judge at the make-believe trial of Regan and Gonerill, he gives sermons, and he prays.Lears prayer in Act 111, Scene 4, shows him gaining his last firm foothold before his fall into the abyss of madness. As Danby claims, Lear has already learned humility and patience now he learns charity, (Danby 1948, p. 186) and also repentance of his  ³pomp ² (111.4. 33); Lear is oblivious to the physical damage such a tempest causes him, informing Kent that This tempest in my mind / Doth from my senses takes all feeling else / Save what beats there. (111.4.13-15), and so rather he prays for those others who are at the mercy of the gods and the storm. When he refers to himself, it is not to pray for his salvation, but to rebuke himself for the way he has lived his life, and to command himself to take physic, pomp (111.4.33) to become morally healthy by rejecting his old ways.When Lear prays, he is on a thin line between madness and sanity. A.C. Bradley questions, whether or not, had the king been allowed to sleep, as is his intention before the prayer, he would have actually made a return to health, as he does in Act 1V, Scene 7 (Bradley, 1948,287). As it is, this sleep and possible recovery is prevented by the arrival of Poor Tom, who bursts angrily into the scene, complete with curses and outbursts that team with his ghastly appearance to provide the catalyst that finally pushes Lear over the brink into madness.The sights and sounds of demented Poor Tom have an immediate effect on the king, sending him into a madness that is all the more tragic because of the contrast between himself only moments before, when he seems almost lucid, and his now wholly demented persona. Now he utters the first words of a truly mad king. His fall into madness is portrayed by the question, Didst thou give all to thy daughters? And art thou/ come to this? (111.4.47-48). His question sounds almost hopeful  ­ has he now found someone who is in the same plight as himself? Is he no longer alone in his suffering? The king cannot conceive that any thing or event could cause such pain and destitution as that which Poor Tom seems to suffer from, than ones own flesh and blood, ones daughters. He clutches to his idea and repeats it again and again (111.4.60-61, 64-69), refusing to listen to the futile voice of sanity and reason which manifests itself in the figure of Kent, who remains patient with the king throughout.The reason for Toms potent effect on the King is that the king has immediately identified with his pitiful situation . Lear has been cut off from his family, both because of his own folly in giving away his entire kingdom, and because of the treachery and deceitfulness of the two former daughters. He sees himself and his daughters as part of one body, a body that Regan and Gonerill have mutilated:Is it not as this mouth should tear this handFor lifting food tot? (111.4.16 -17)As he identified himself with his daughters, now that he has been cut (or bitten) off, he is lost  ­ he is desperate for someone to identify with, and in the meantime he flees from the madness that at every turn threatens to take hold of him, as he cries O, that way madness lies; let me shun that; / No more of that (111.4. 21 ­22). Tom, in the image of complete and utter human destitution, provides that someone that Lear is looking for.Lear, in his madness, has gained as well as lost. He does lose his dignity, identity, all the power and respect he was so used to commanding with Lear existing in a world where the ruler o f a country is, in authority, equal almost to God, his imperialism knew no bounds and was never questioned or resisted. Now his perception of reality has been completely overturned. But, as a result of this overturning, he has gained knowledge that he never possessed in sanity, learning truths that he could never before conceive. His way of thinking has been reversed he is no longer concerned with status or politics, as they are irrelevant to his new reality. He now sees past all the false flattery of his daughters and those around him, all the supposedly loyal servants, whom so readily deserted him, just like ants who have learned that theres no labouring ithe winter (11.4.66). He emerges slowly from the political world that he was so immersed in, and begins to see the importance of individual human life versus status, and as Danby argues, morality versus politics (Danby, 1948, p. 171) He is now in a world where the quality (11.4.91) of individual personality is what matters, and position has lost its meaning. Therefore, for Lear, Poor Tom provides an image of man exactly as he should be  ­ naked against the world, not cloaked in lies and falseness, with no protection against the elements and facing life exactly as he is:Thou owest the Worm no silk, the beast no hide, the sheep no wool, the Cat no perfume. Ha! Heres three ons are sophisticated. Thou art the thing itself! Unacommodated man is no More but such a poor, bare, forked animal as thou art. (111.4.100-104)Lear sees the beggar therefore as a learned Theban (111.4.150), someone who knows the secrets of life and nature better than he, and so Lear begins to question him, What is the cause of thunder? (111.4.147). Lear goes on a quest to share in his new mentors knowledge of the world, hence the tearing off of his clothes in an attempt to emulate him (111.4.105).Edgar has invented a persona to fit what was, in Shakespeares time, the stereotypical image of madness and despair. He incess antly talks of the foul fiend (111.4.44), the devil that supposedly haunted the maddened; he claims to have received the traditional Devil-given gifts of knives, halters and ratsbane (111.4.52-53); he claims to see the devil Flibberdigibbet when Gloucester enters, an accusation which perhaps reflects the rejected Edgars feelings towards his father at this point in the play. Also, he defends himself against Gloucesters derisory remark about the low caliber of his company (111.4.135) by replying that he is attended by no less than Modo and Mahu (111.4.136-7), grand commanders of legions of devils. He goes to great lengths to present a complex, cohesive and convincing image of himself and his existance, with his wild images of pursuing devils and his long-winded speech describing his past life, when there was little need to go to such lengths  ­ Lear is immediately taken in by his act, and the other characters are so busy being concerned with other events and troubles that they have little inclination to take heed of this mad vagrants rambling stories.Poor Toms physical appearance on stage would certainly convey the look of a poor beggar in utter destitution  ­ he is almost naked (111.4.62-3), and his physical wounds are indicated by Lears words, is it the fashion that discarded fathers/Should have thus little mercy on their flesh? referring, presumably, both to his nakedness and the wounds or scratches he has received as the result of this lack of protective clothing. However, despite this verbal and physical appearance, Poor Tom, in his madness, does not appear as tragic as Lear, for many reasons, the most obvious of which being that the audience knows it to be an act put on by the disguised Edgar. The audience feels pity only for Edgar, not for his manifestation of the Bedlam beggar (11.3.14). Also, a touch of humour in Poor Tom undermines his tragic circumstances  ­ for example, his imitation of a sailor navigating the deep, dark depths of the hovel his imaginary ship sails through. The cry of Fathom and half, fathom and half! (111.4.37), is not the cry of a soul in deepest torment from the foul fiend (111.4.43). Indeed, he seems to have an odd amount of energy for one so destitute.The Fool is another character who represents yet another form of madness  ­ professional madness. The Fool spends his life singing songs, riddles and rhymes ostensibly to entertain the king  ­ and in comparing the linguistic styles of the king and his sidekick Fool, we see how different the two characters positions are. While the King, so used to total authority, bellows at the stars, commanding them to do his bidding, the Fool whispers little ditties into his ear, speaking only to the person, not to the universe, which he rightfully comprehends, is out of his control. But the king would have done better to listen to this lowly Fool from the onset, for beneath the veil of nonsense, there lies an ocean of common sense. When the king rejects Cordelia , the Fool attempts to bombard Lear with this common sense in the only way his station in life allows him to  ­ through rhyme and riddle:There, take my coxcomb! Why, this Fellow has banished two ons daughters, and did the Third a blessing against his will. If thou follow him, thou Must needs wear my coxcomb. How now, nuncle! Would I have two coxcombs and two daughters! (1.4.99-105)Through looking carefully at the true meaning of his nonsense, we can see that the Fool is not mad he is in fact perhaps more sane than Lear ever was. He is yet another character in disguise, in a play filled with disguises. He constantly ironises the king, subtly mocking his actions and remarks with his comments, such as his sarcastic remark, Nay, he reserved a blanket; else we had been all / shamed (111.4.62-3), in reply to one of Lears confused questions. However, in this scene when the king loses his mind, we see the Fool slowly beginning to realise his impotence  ­ the king never before listened to his comments and advice, and he now lacks not just the inclination, but the ability to comprehend what he is being told, whether it be disguised as humour or not. The Fools realisation of the predicament the company is in is shown in his comment This cold night will turn us all to fools and mad- / men (111.4.75-6). Edgar has taken over the role of the Fool, the King is mad, and the Fool has become the balanced observer. The Fool remains loyal until he realises he can no longer fulfill any sort of purpose  ­ the king has gone mad, and no longer hears him. The only fool he will listen to is Poor Tom, and so the Fool takes his leave from the dialogue at the end of Act 111 Scene 6, with the words and Ill go to bed at noon (111.6.83)Kents patience and calm serves to highlight the madness all around him, whether it is the true madness of the king, Edgars feigned madness, or the professional madness of the Fool. He entreats his King to enter shelter a total of four times, never giving up on a man who did not listen to his sensibility at the beginning of the play, when he defends Cordelia, and even if he wished, he lacks the ability to listen now. Nevertheless, Kent stays with his master, sacrificing his own health to remain out in the metaphorical and physical storm with the king whom earlier ordered his banishment. Kent constantly tries to bring Lear back to reality, interjecting his outbursts with doses of sanity, such as when he tries to explain that Tom hath no daughters, sir (111.4.66). Unlike the Fool, whom soon realises the futility of efforts to communicate with the King and gives up, exiting the dialogue with the words And Ill go to bed at noon (111.6.83), Kent persists, and remains with the king until the very end of the play.Thus we can see that the three cases of madness which are portrayed in this scene all draw upon varying theatrical means to represent their different forms. Different styles of speech are used by each character, with Lears overst ating and the Fools realist comments on society, different aural effects and images portraying various outlooks on life, whether it be Toms vision of Hell, or Lears images of the heavens and their avenging stars (111.4.65). Through these contrasting styles of the characters in this scene, we witness the sanity of the professional madman, the comic Fool, and see how little the playacted madness of Poor Tom compares to the true and tragic pain endured by the tortured King Lear.