you're not mapping your model in max, you're applying procedural textures.
Add a "Unwrap UVW" modifier to your mesh and create a uvwmap. Thats mapping
And besides the standard values (diffusive color, spec, etc) you cannot export procedural materials properly out of max as far as I know

The rest is a matter of good texturing

If you're using max8 or 9, you should try peltmapping.
Its quick&dirty imho but good if you want a real quick map on your mesh
There should be a nice video showing how peltmapping works on the autodesk site in the "new features of max8" section (something like that)