It does indeed look like you have "smart quote" characters there. File format changes won't convert those particular characters - you'll need to replace them with basic quotes.
When creating things in the future, you'll either have to tell Word to stop changing your quote characters (I think it's an "autocorrect" feature), or use an editor design for plain text, such as Textpad, Notepad++, Wordpad, etc.
Thanks James, I'll do just that in the future. 'Smart Quotes' interesting oxymoron.