One of the world's largest publishers was totally unprepared for recent increases in the demand for digital books. During 2011, the sale of e-books exceeded the sales of traditional printed paperback books for the first time. If the publisher had ________, it would have been more prepared for this shift in its marketing environment.
A. noticed the behavioral changes in moviegoers, who now prefer to view 2D and 3D movies in IMAX theaters
B. tracked, as part of its ongoing environmental scanning activities, the sales of e-books and e-book readers sold by others
C. optimized its distribution by eliminating local and chain store bookstores (like Borders) that failed to meet their sales quotas
D. shifted funds from product development to advertising
E. noticed the change in the demographics of book readers in general
Answer: B
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