A
euphemism. Commonly used by arrogant, aggressive and
disrespectful people to put a positive spin on their behaviour.
Also used by normal folk to describe primitive beings who feel it necessary to crush or dominate everyone and
everything around them.
Linda: I'm not
being a bitch! I'm being assertive... I have every right to tell you
what to do and how to live if I disagree with it...
Mike: Uhh... you're a biatch....
____________________
Garry: That new manager's quite assertive...
Pat: Yep, quite assertive.... so assertive
I want to go home and puke (spoken with delightful sarcasm)