Is name calling in fights really wrong?

My boyfriend calls me horrible names when we fight. Whore, bitch, fucking bitch.. I think it’s horrible. He’s got me into the habit of occasionally calling him a jerk, douche bag, and asshole. I don’t think it’s right that either of us speak to each other in that way. But my question is, how can I stop him from doing it, because I can control it but I don’t think he can. What should I say to him? Is name calling in fights a terrible thing to do or is it pretty common?