The dictionary defines congruity as meaning: arrangement, stability, or fitness.That definition can also be utilised to define the ideal firm, one where all of sections of the firm have been accountable for stability, and / or fitness. For the reason that perfect industry, all facets of this business meet with each other. Every element (section / role / activity / etc.. ) need to complement the other, and collectively all of them function to build the sum total. This means marketing creates the guarantees, and generation / satisfaction keeps those guarantees, and also the administration manages all of it. For example, in the event the advertising department has been developing a pro motion, all of aspects – that the material, the paper, brand, the typeface, the appearance, texture , and texture – should be congruent to make the most of the effectiveness of the content. To illustrate my point, one would choose different fonts to market a pirate compared to a mortuary.