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If the data cannot be cleaned up within the data source, then a calculated field can be created (there are different options for this, but one example is the following):
if [Town]='Fishers, Indiana' then 'Fishers'
elseif [Town]='Greater New York City Area' then 'New York City'
elseif [Town]='Xenia, Ohio' then 'Xenia' end
Then, right click on this in the data box and select Geographic Role-->City. Then, when you double click on the calculation, it will plot the cities on a map. Hope this helps!