You are certainly correct that "smart" quotes are the correct symbols. Unfortunately to solve this problem is a lot harder than beating up a typesetter for his laziness. It would require coming up with a standard way of encoding the opening and closing quote symbols. Now convince all keyboard makers that they need to add these two new symbols to their keyboards somewhere. Next, contact the creators of the tens of thousands of fonts that exist and have them add the two new symbols to their font and distribute the update version to everyone that uses said font. Now have everyone that's ever developed a computer program or web site re-code their program/site to be aware of your new symbols and handle them correctly. Anyone that's ever written a keyboard filter driver will have some work to do too.
Some of these you can't do retrospectively. To do it properly you'll first need to invent a time machine and travel back and change history so that your new symbols are defined before computers come into use.
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