The dictionary defines congruity as meaning: arrangement, stability, or fitness.That definition may likewise be utilised to define the perfect firm, one where all parts of the business are accountable for harmony, or exercise . For the reason this best business, all issues with the business meet together. Each component (section / function / activity / etc.. ) should match the other, and with each other all of them perform to construct the total. This means marketing creates the guarantees, and generation / fulfillment keeps the promises, and the administration oversees it all. By way of example, in the event the advertising department was planning a promotion, all of factors – that the material, the newspaper, emblem, the typeface, the appearance, texture , and texture – should be congruent to maximize the power of the message. To exemplify my point, one could choose distinctive fonts to publicize a circus as opposed to a mortuary.