What does the term 'crossover' refer to in marketing?

The term 'crossover' in marketing is best understood as the expansion of an artist's appeal in different markets or styles. This concept refers to an artist or brand successfully reaching and engaging various audience segments that may not initially have connected with their original style or genre. For example, a musician known for country music might find crossover success by collaborating with pop artists, thereby attracting listeners from both genres.

This ability to reach new audiences not only broadens the artist's market but also enhances their overall visibility and brand recognition. In the context of marketing strategies, achieving a crossover can significantly impact sales and brand loyalty, as it often involves appealing to different consumer demographics that may have different preferences and spending habits.

The other options, while related to marketing concepts, do not encapsulate the specific idea of crossover in the same way. Adapting a product for different consumer groups relates more to segmentation, merging brands refers to co-branding strategies, and the transition to a mass market focuses on market growth rather than brand or artist adaptability.