a pricing methodology and business process for answering new business enquiries; and 2.1.5 the establishment of a cooperative relationship between the Parties, with agreement on the roles, responsibilities, and specific terms and conditions which will govern it. 2.2 The Parties acknowledge and agree that the Objectives are not contractually binding upon the Parties and shall only be referenced to the extent that there is any inconsistency or ambiguity in this Agreement, in which case the Parties shall attempt to resolve that inconsistency or ambiguity by having regard to the Objectives. 3. TERM 3.1 This Agreement shall commence on the Commencement Date and shall continue for a term of ten (10) years, unless previously terminated in accordance with Clause 15 (Termination). 4. COOPERATION OBLIGATIONS 4.1 Without prejudice to the other provisions of this Agreement, each Party shall perform its obligations under this Agreement in accordance with Good Industry Practice. 4.2 Each Party shall, during the course of its normal business, use reasonable endeavours subject to the terms of this Agreement to: 4.2.1 promote and market the experience and capabilities of the Parties in order to identify opportunities for W2E, such promotion and marketing activities to be as agreed by the Parties from time to time; 4.2.2 identify, assess and communicate opportunities for W2E; and 4.2.3 undertake joint marketing initiatives and other marketing activities which are mutually beneficial for the business interests of both Parties and as shall be agreed by the Parties from time to time. 4.3 Each Party will provide cooperation, support, assistance and information to the other Party in order to: 4.3.1 coordinate efforts to seek to obtain work from the new or prospective customer; 4.3.2 promote and market the services of both Parties, including by the development of standardised pricing, joint sales proposals and joint marketing materials; 5