holdback - what the manufacturer will give back to the dealer once the vehicle is sold. most effective for the dealer if they can sell a vehicle within 30days of receiving it. usually 2% of MSRP (sticker) price.
invoice - something you'll never know. it's what the dealer pays to have a vehicle delivered to their lot.
dealer rebate - usually a reduction in price to the end-buyer, which usually indicates the dealer has special arrangements with the manufacturer in order to help sell vehicles.
actual dealer cost = invoice minus all monies they get back plus all monies the dealer had to fork out trying to sell the vehicle (employees, marketing, electric, etc.)
dealer profit = what you paid minus actual dealer costs.
a good deal for you is when dealer profit is between $800-$1500.
to make it more difficult, ask to see the VIR (vehicle > > You need to play the game.