Rather than memorizing lists and definitions, make sure you understand the concepts, know the terminology that is relevant to that concept and what the term means. Finally, make sure you can identify an example of the concept. DON'T focus too much on the review sheet for the exam. The review sheet is there to make sure you understand certain concepts from the text, not to substitute for learning the other material as well. But remember, the majority of the exam is taken from the lecture.
Marketing can be deceptive.
Marketing concepts are generally not very hard to understand. When you read the text or listen to lectures, you will usually feel like you understand the material. This will not be enough for you to do well on the exams. You must KNOW the material for the tests. Make sure you have enough time to study a whole section at a time.