Helga should begin price negotiation at the invoice price when she plans to purchase a pick-up truck. So the answer is A.
What is invoice price?
The invoice price is the initial price that the manufacturer charges the dealer, this price its not the dealer’s final cost . That's why when we shop for a new vehicle, we have to take into account the invoice price when negotiating our transaction with the dealer.
For example, the MSRP for a new truck is $40,000. The stated invoice price for the truck is $30,000. We might think that if we can get the dealer to go close to $30,000, the truck is a great buy. We have to remember that the dealer usually gets even more discounts for buying the truck.
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