Final answer:
Statement D, which claims that a firm's evaluation system focuses solely on financial metrics and ignores non-financial aspects, is NOT true. Evaluations take into account a variety of factors beyond just financial performance.
Step-by-step explanation:
In response to the question about which statement is NOT true regarding a firm's evaluation system, the answer is D. The statement 'It focuses solely on financial metrics and ignores non-financial aspects' is not accurate because firm evaluations often consider both financial and non-financial factors. A comprehensive evaluation can also focus on other dimensions such as customer satisfaction, employee engagement, production efficiency, and market share, among others. Evaluation systems may follow a structured, step-by-step approach, but they do not necessarily proceed in a straight-line fashion as statement A suggests; flexibility is often essential to adapt to different scenarios and outcomes. Statement B reflects the reality that an evaluation may encompass the product and marketing plan together or treat them separately, depending on the specific objectives of the evaluation. And indeed, C is correct in stating that an evaluation typically assesses performance and progress.