Answer: fair and impartial manner.

**Explanation:** According to **Standard III(B) - Fair Dealing**, members and candidates must make every effort to treat all individual and institutional clients in a **fair and impartial manner**. The term 'fairly' implies that members should not discriminate against any clients when disseminating investment recommendations or taking investment action. The standard does not require treatment in an 'equal' manner, as it may not be feasible to reach all clients simultaneously. Therefore, the correct answer is **B**.

Author: LeetQuiz Editorial Team