The dictionary defines congruity as meaning: contract, harmony, or fitness.That definition may also be used to define the perfect firm, one where all of portions of the firm are in agreement, harmony, and / or exercise . In that perfect industry, all issues with this firm meet with each other. Just about every portion (section / role / activity / etc.. ) must match the other, and collectively they all perform to construct the full total. This means promotion creates the guarantees, and manufacturing / satisfaction keeps those guarantees, and the administration oversees all of it. For example, if the marketing section was planning a promotion, all of factors – the material, the paper, logo, the typeface, the look, feeltexture – should be congruent to make the most of the effectiveness of the message. To exemplify my purpose, one could choose various fonts to market a carnival versus a mortuary.