you have two recordset on the page. One being used to populate the links at the bottom of the page:
SELECT * FROM tblRecommendedRetailers WHERE City LIKE MMColParam ORDER BY [Company Name] ASC
and the second is used for the map:
SELECT * FROM tblRecommendedRetailers WHERE City = MMColParam
The first recordset uses LIKE, but the second one uses equals, change the second one to equals as well.