If you're using a quote that contains a quote you'll need to surround the embedded quote with single quotation marks.
citas familiales
"citar"
'cita' (verb, e.g. he quotes) 'citas' (noun, plural)
In the context of providing a price for a client, for example, they are called: estimaciones (plural) or estimación (singular). For a more colloquial context, you can say: dar un precio o dar un...