Things haven't gone perfectly for Philip Morris International (NYSE: PM) for a long time, and the Marlboro maker has had to deal with tough conditions in the tobacco industry across the globe. Regulatory threats have become increasingly common, and Philip Morris has had to work hard to respond to the changing behavior among smokers who are moving away from traditional cigarettes toward alternatives that they see as less harmful and potentially more socially acceptable.Coming into Thursday's first-quarter financial report, Philip Morris investors hoped that a good earnings report would help the stock bounce back from pressure early in 2018.