Depends if you're an authorized retailer or not. ;) But to become an authorized dealer, there are several rules you have to adhere to, for the better companies. (what other brands you may/may not carry, how you advertise, the price is pretty much pre-set, etc)
its pretty cheap at wholesale... i can get infinity kappa perfect 12,1d dual voice coil for like 36.00 a piece, a 12" woofer, retail value of 330.00i can get the infinity reference series doors and 6x9s for liek 8 bucks a piece, and i can get the ref1211a (1200wrms at 2 ohms) for 150.00