Sometimes the marketing is looking through the job description/requirements and thinking 'Oh, I know something that'd really help out in this situation' and tai

Sometimes the marketing is looking through the job description/requirements and thinking 'Oh, I know something that'd really help out in this situation' and tailoring your resume to that. (That sort of tailoring is somewhat reusable, too. :) And cover letters are really good for this sort of thing as it lets you lay out some specifics that make you the type of person who can really help them out.