I've never gotten into that. In my experience of being around men who do refer to women they want to have sex with a bitch (or other terms) especially around their male friends, usually indicates that the guy is incredibly insecure. Often times they'll use these terms to bring women down who they feel are "out of their league" so that their friends won't give them a hard time for even trying. Sometimes, its guys who are just trying to act tough, or more macho around male friends. If a guys says that kind of thing in front of a women he's trying to sleep with, calling her a bitch to her face, not necessarily in an aggressive way, its just unfortunately successful tactic of negging.
Either way, the men who do that kind of shit get zero respect from me.
Now, if a woman likes being called a bitch in bed or if it's used in a more playful way or joking way with a woman the man knows, then that's perfectly acceptable. Context is import here. Just the other day my gf and I were playing a video game, and she beat me, and she was shit talking me pretty good about it, so I jokingly said "god, you're such a bitch." And we laughed about it.