Unless it's a special bike (and sometimes even if it is) I just use basic black or white housing and cables from the LBS. I don't buy bulk, since I don't actively flip bikes.

edit: Chains, I just use your basic, cheap KMZ chains, and have never found a reason not to (again, unless it's somehow a special bike). Brake pads, I spend on Kool Stop, because they just work so well. Tires I default to Paselas unless I want something specific.