RESPONSE: We feel quite confident that Marlboro's health is good and that the investments we're making are wise. It has great brand equity, it has high share, it commands premium pricing (and) its price gaps have been stable throughout this terrible economic period. ... We know that Marlboro has that kind of equity, it's that kind of a big brand. And when you invest in it, and it's got all these benefits, we know that consumers will choose Marlboro.
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