It's not possible to algorithmically handle intermingled quotes &c., which is why compleat document tagging schemes explicitly mark up beginning and ending quotes &c.
A search-replace which marks the first set replaced, then replaces the other, then re-replaces the marked set will get one most of the way though, esp. if one uses GREP to exclude likely candidates for apostrophes.
Then, look at and determine which ones need to be quotes, which apostrophes and which ones primes as a final confirming check.
William
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