If it's a junior position and you're just getting started in your career, I wouldn't be too greedy - the important thing is to get established in your field, and once that happens you can hold out for the really good deals. By all means make sure the offer is fair, but if they know there's another firm pursuing you they might already be offering close to the maximum they'd be prepared to give you. So I wouldn't bargain to aggressively and risk not getting the job - I'm not saying don't negotiate at all, just be prepared for them not to move much. Also, a lot of companies have fairly fixed policies on things like vacation, benefits etc.
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