Pay most attention to the additional items the dealer recommends over what's in your owner's manual. If you don't want those extras, arm yourself with your vehicle-maintenance listing and tell the service representative this is what you want done and nothing more. He may try to sell you more service, but it's your vehicle and your decision. Keep in mind that it makes no sense to pay more for less service if the package price covers all your requirements and is cheaper than individual pricing. Every car, owner, and driving situation is different, and we can't tell you specifically what you should or shouldn't opt for. But more frequent replacement of fluids, filters, belts, and hoses generally means longer, more reliable vehicle life. If you're going to spend more, this is the first group of services to consider.
Under- or overmaintaining your vehicle are easy ways to fail Maintenance 102 (not to mention waste money, risk breakdowns, or possibly void your warranty). So do the math, and you'll figure out what's right for your ownership circumstances and budget. You'll pass with flying colors.