How do you create multiple effects. I can do 1 at a time, but not multiple for zoom, changing color temp, changing iris.

There two sets of settings used for shot transition. You can go back and forth as much as you like. If you need move on to a third setting then you must reprogram at least one of the two buttons.

The basic description in the manual - p 64 - leads one to believe that a combination of lens effects can be programmed under either A or B.
2nd paragraph p64
"Your settings for focus, zoom, iris, gain, shutter speed, white balance, color matrix, and detail level can be registered in combination in one shot"
I can activate one function in A or B, but not multiple functions in A.

A is one setting and B is another. You transition from A to B or from B to A. No third setting.