Advanced Search and replace technique(help!)

                        <option value="Seller">Seller</option>
                        <option value="Seller2">Seller2</option>
                        <option value="xxx">Seller3</option>
                        <option value="xxx">sedfBFB</option>
                        <option value="xxx">Sedscdsa</option>
                        <option value="xxx">dfsdvs</option>
                        <option value="xxx">sg42gr</option>
On those line(plus many more ofcourse) I would like to replace xxx with the text that comes next, like the first two lines.
With simple replace of text editors this can be done.
Can this be done with emacs something like that?
Something like replace xxx with what is wrapped by > and </option>.Or just copy what is wrapped between two string would be enough.

>>6
To be clear, I was saying duplicating values is good way to create unmaintainable code and it is best if you have all your data, even form option value => text mappings stored in a single place. There are actually some PHP DOM plugins that help immensely with this problem, especially if you need to replicate and manipulate HTML in your PHP.
I've only ever actually needed to do this once (Form spamming web app that scraped a page and replicated the forms on it, allowing arbitrary user configuration and manipulation before repeatedly posting to the form URL) so if you need to go this far, you should probably rethink your entire design.