it is indeed possible to escape the quotes with slashes, but that is more typing ;-) and we programmers are lazy, yes?
so you could do the following when you have to use double quotes in HTML:
echo '<a href="http://www.phpbuilder.com" target="_blank">phpbuilder</a>';
use single quotes for your echo, and problem is solved. (mind: when you have text with many single quotes you have to escape the single quotes.)
i almost always use the single quotes, the double quotes come in handy when you have to use \n etc.
greetings