The Boston Consulting Group uses which term to describe a product that generates significant sales due to large market share in a mature market?

• A. Star.
• B. Question mark.
• C. Cash cow.
• D. Dog.

Answer: (C)

In the BCG matrix, products are categorized by how fast the market is growing and how large a share they have. A product that dominates a mature, slow-growing market tends to produce steady, substantial cash with little need for new investment. That steady cash generation is the defining feature of a cash cow, so this is the best description. It contrasts with a star (high share in a high-growth market requiring investment), a question mark (low share in a high-growth market needing investment to grow), and a dog (low share in a low-growth market with weak prospects).