4 Several years ago R. J. Reynolds announced plans to test market a menthol cigarette called Uptown specif- ically to African American consumers. According to the company, about 70 percent of African American smok- ers prefer menthol, more than twice the average rate. After market research showed that blacks tend to open cigarette packs from the bottom, the company decided to pack Uptowns with the filters facing down. Reynolds cancelled its plans after private health groups and gov- ernment officials protested. Does a company have the right to exploit a subculture's special characteristics, especially to increase sales of a harmful product such as cigarettes? What about the argument that virtually every business that follows the marketing concept designs a product to meet the needs and tastes of a preselected segment?