These chapters are all interesting to read from front to back, including the stories (Real People, Real Choices scenarios) that open and close each chapter. In this study guide, I've simply try to exclude a few topics here and there and to highlight some terms, tables and figures I don't want you to overlook.
Read entire chapter and now the key terms on pp. 27-28 Except for: myths, needs, Total Quality Management, lifetime customer value (this term will come up later in another unit in class) and wants
Note also: Form, Place, Time and Possession utility (bottom of page 7)

Chapter 2
My emphasis will be on pp. 44-57 in this chapter. Strategy (pp. 33-43) is an important topic, but it is also one that will be covered in more detail in other business courses.
In Table 2.2 (p. 53), you should know the Sherman Antitrust Act, The Federal Trade Commission Act, the Robinson-Patman Act and the Children's Television Act.

Take a look at the fold-out "Building a Marketing Plan" (at the end of chapter 2) -- this is an overview that shows you all the elements that go into a marketing plan and keys those elements to chapters in the book. The fold-out should help you visualize how all the various elements of marketing planning are brought together.

Chapter 3
Read the AMA Code of Ethics (Figure 3.1 on page 67)
Your focus should be on pp. 63 to the top of p. 72 (the rest of the chapter is on global marketing -- this is an important topic, but most of you must take CBA 300, International Business, which covers these issues in much more depth).

Chapter 5
All key terms except for consumer to consumer e-commerce (I find the authors' definition and treatment of this term unusual); correspondingly, you should cover all chapter pages except for bottom of p. 158- 159 (the portion that deals with "C2C e-commerce).  I promise to bring up the impact of blogs on marketing when I talk about innovation and diffusion later in class.)

Pay attention to Maslow's Hierarchy, Figure 5.5.

Chapter 7
An important chapter that adds some topics to the traditional segmentation chapter. These additional topics are relatively new for Principles textbooks and they are important additions. Therefore, I'm going to assign the whole chapter and all the terms. Take a good look at Table 7.2 at what is often called the IDIC model.  I'm going to cover branding in more detail later on, so perhaps "brand personality" isn't that important right now. Also, the term "metrosexual" is great for a conversation at a party, and it makes for a fun discussion, but it's not central to segmentation issues.

Chapter 4
Key terms on p.  130, except for Marketing Information System (MIS), marketing decision support system (MDSS), marketing intelligence systems

Know all the various survey methods (pp. 115-117 and pay attention to table 4.3 on pp. 114), personal observation, unobtrusive measures and mechanical observation (pp. 117-118), all the probability and non-probability samples,  completion test  (pp. 119-120), uses of online research techniques pp. 127-128 (note the term selection bias on p. 128).

Chapter 8
Conceptualizing the Product, Chapter 8, pp. 227-237 -- everything up to B2B Products (know all the terms, both bold and italicized in the chapter)
Table 8.1 has good examples (p.231).

New Product Development, Read Chapter 8, Bottom of p. 237-254.
Everything but "convergence."
Check out the adoption pyramid in Figure 8.5, Figure 8.6 and table 8.3.

Chapter 9
Branding and Packaging, Chapter 9, Bottom of 275- 287
All of this material, all terms.  Take a good look at figure 9.7 and (p.277)  and the inset on measuring values on pp. 280.  You should know the difference between the different metrics.

Chapter 9 , 261-275
Give close attention 265-268 and 272-275.  I find the discussion of TQM, ISO9000 and Six Sigma too limited to be very useful -- and I suspect you will discuss these programs in MGMT 300, so you can skip these.  I do like Figure 9.4 and perhaps this conceptual picture of quality will remind you of your in-class discussion of customer satisfaction.

Chapter 11
Monetary and non-monetary prices, opportunity costs
Steps in price planning
Prestige products
As important as it is, you don't need to know about price elasticity of demand for this class (but I sure hope you learned it in economics)!
Look at costs on pp. 333-334 and Break-even analysis (335-337) which we will do in class.
Look at Evaluating the Pricing Environment (all)
Demand-based vs. Cost-based pricing
Look at target costing and yield management pricing
Skip pricing leadership (I will be using this term in a different way in class)
Value pricing and EDLP
New product pricing (skimming vs. penetration pricing)
Look at payment pricing
Price bundling
Captive pricing
Skip distribution-based pricing
Skip Discounting for Members of the Channel
Dynamic pricing
Customary pricing
Internal reference price
Assimilation and contrast effects
All psychological pricing strategies
Deceptive pricing practices, unfair sales acts, price fixing, predatory pricing

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 botto of 443.
You can skip the section on Sales Management (pp. 444-448).

Chapter 16 is currently a "maybe" chapter.