The dictionary defines congruity as meaning: contract, stability, or fitness.That definition may likewise be utilised to specify the best business, just one where all portions of the business have been in agreement, harmony, or physical fitness . In this perfect firm, all issues with the business meet together. Every single element (section / function / activity / etc.. ) must match the other, and together all of them operate to construct the full total. This means promotion makes the promises, production / fulfillment keeps the promises, and the administration oversees all of it. For example, in the event the marketing section was creating a promotion, all elements – that the material, the paper, emblem, the typeface, the appearance, feel, and texture – ought to be siphoned to make the most of the effectiveness of the message. To illustrate my point, an individual would choose various fonts to market a pirate as opposed to a mortuary.