Famous American inventor, Charles Kettering said "A problem well stated is a problem half solved." Considering this creative genius held 140 patents, we can well assume he knew what he was talking about.
It is so true that before you can solve a problem you must clearly articulate it. Before a solution can be invented, created, imagined, the problem has to be understood inside and out.
Writing a resume is akin to this, in that you can hardly claim to be able to solve the employer's marketing problems, for example, if you cannot prove that you have marketing skills. The proof is not in mentioning typical marketing buzz words; the proof is in actual examples of marketing solutions and their results, as demonstrated in previous employs. A job opening is simply a call for someone to come forward who can solve certain problems - operational, administrative, financial, creative ... without a problem that needs solving, there is no job opening.
And this truth leads us to the reason that a so-called "general resume" won't work. A general, "I can do lots of things" resume proves only that the writer has no idea what the problem is, or didn't bother to take the time to define the problem and subsequently cannot and does not articulate why he or she can solve the employer's specific problem.
A resume well-stated goes at least half-way in proving that you can actually solve the employer's problem as identified in the job posting. A well written and strategic resume is well worth the job hunter's time and effort.