Google Maps has a number of zoom levels - each one gets one step closer. You set the height and width of the map in pixels, and then the Google maps api download the corresponding map fragments to fill in the provided window.
In fact, this does not allow you to stretch the map, and I believe that when you scale 1, the google map of the world will be 256 pixels by 256 pixels.
Here is a good overview explaining this a bit further: http://troybrant.net/blog/2010/01/mkmapview-and-zoom-levels-a-visual-guide/
In addition, if you dynamically drop contacts on a web page, you can use api to add markers directly by their latitude and longitude. If you are working with a static image offline, you must first use the open source openstreetmaps data, as you may need an additional license from Google. For openstreetmaps, can you use a standalone tool like TileMill or mapnik to place markers? In any case - reading forecasts - this will explain how the latitude and longitude coordinates will correspond to the position of the pixel in the image.
You can also browse http://gis.stackexchange.com , which specifically deals with issues related to the card.
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