Basic Book Design/Punctuation in Quotations

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Question marks and exclamation marks go inside or outside quotations, depending on whether the quoted text used the punctuation mark.

She asked me, "Is this the train to Altoona?" (Correct)
Do you really call that "borscht"? (Correct)

If you're novice, always put periods and commas inside quotation marks.

"Go on," he said, "I'm listening." (Correct)

The Chicago Manual of Style (5.11-13) has a page and half about when to put a period outside quotation marks. If you understand these rules, follow them. E.g.,

Yes, this is what they call "borscht". (Correct)