Answer:  Study the concepts on this list, and the related material in your notes.  Come to the final class session which is a semester review.  Don't forget new material covered since the last exam. Review earlier exams in my office (although there will be some new questions on the final).

Lecture Material to Review:
Marketing Concept
Production Concept
Product Concept
Selling Concept
Societal Marketing
Marketing Mix
Market Orientation
Market Segmentation
Demographics
Family Life Cycle
Geographic Segmentation
Benefit Segmentation
Product Usage Segmentation
Psychographic Segmentation
Classes of Buying Decisions (Routine, Limited Extensive)
The 5 step decision process
Marketing Research
Exploratory, Descriptive and Causal Research
Focus Groups, In-depth interviews, projective techniques
Product Life Cycle
Steps in New Product Development
Convenience, Shopping and Specialty Goods
Brand
Brand image, product personality, purposes of branding, brand equity
Purposes of packaging
Variable Cost
Fixed Cost
Unit and Total Contribution
Margin (as a percent of cost and price)
Breakeven analysis
Satisfaction
Value
Odd-even pricing
Prestige Pricing
Price Lining
Price Leaders
Yield Management
All Promo and Advertising (new material, right?)

Chapter Concepts
Chapter 1
The Value of Marketing 6-8
Marketing as a Process 17-21
When Did Marketing Begin?...  22-24

Chapter 2
Functional Planning....  44-48

Chapter 3
AMA Code of Ethics, p. 67

Chapter 5
Steps in Consumer Decision Process  137-143
Internal Influences 144-Top of 150

Chapter 7
Ways to Segment Consumer Marketing  197-208
Targeting 208-211
Positioning 212-214

Chapter 4
Data Mining 106
Steps in the Marketing Research Process 107-124 (except I won't ask about specific sampling methods)

Chapter 8
Developing New Products (241-247)
Adoption and Diffusion (247-253)

Chapter 9
Marketing Throughout the PLC  272-275
Creating Product Identity: Branding Decisions 275-281

Chapter 11
Breakeven Analysis 335-top of 337
Choosing a Price Strategy 339-345
Psychological Issues in Pricing 349-352
Legal and Ethical Issues in Pricing 352-353

Chapter 12
Entire Chapter
Look at Table 12.1
I will be using the model in Figure 12.2 in class
Look at Figure 12.5
Read the Disney story on p. 383 in Measuring value/marketing metrics

Chapter 13
Read entire chapter.
Note all the various advertising appeals on 399-400
Advantages and disadvantages of various media (summarized also in table 13.1 on p. 403)
Types of internet advertising -- note: paid search is currently the largest % of advertising expenditures on the internet -- you can see it to the right of listings at Google, with sponsorships occasionally at the top of listings (marked as paid advertising).  The authors left out "rich media advertising" which is also growing online and allows more creative freedom and impact.
Note the possible objectives of public relations
Read the m-commerce strategies.  Note location-based technologies.

Chapter 14
Read all.
Look at Table 14.1
Check out measuring value/marketing metrics on p. 432
No all the types of price-based consumer sales promotions and attention-getting sales promotions
Look at Table 14.2
Don't miss  "Technology and Personal Selling"
Don't miss all the steps in the selling process.
Notice the role of VOIP at the bottom of 443.
You can skip the section on Sales Management (pp. 444-448).