ln marketing, a division of products by relative market share and market growth rate. Products are divided as follows: (1) Cash cows high market share, low growth rate; (2) Stars-high market share, high growth rate; (3) Dogs-low market share, low growth rate; and (4) Question marks-low market share, high growth rate. Sometimes this same set of terms is used to categorize products by market share and profitability. See: cash cow, dog, question mark, star.