Not really a matter of assertiveness
Being assertive means overcoming fear, uncertainty or low self-esteem in order to do, request or achieve something that you really want.
In the case you describe, if you look deeply enough, what you would really like is to be able to face something like this WITHOUT losing control of your own emotions or your temper. Sort of let it roll right off of you so you can go on with your happy and productive day.
So, what you want to strive for is to separate out your own self-image from what other people may say or express toward you.
When people say nasty things to you, embarass you in front of friends, cut you off in the car...your ability to shrug it off and not internalize it is heavily dependent on how comfortable you are in your own skin.
I have found that yoga and meditation do a great deal to help understand your inner feelings, behavioral responses helping you put any situation - no matter how frustrating, aggravating or tragic into much better perspective so that situations like you describe don't end up ruining your whole day.
Jeff
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