i have know exp with max at all... but it looks like the texture isnt mapped correctly... it should be uv mapped, look for a setting to make sure that the settings are mapped to uv and not say... some thing else.
of course at the same time the uv coords look a little weird in the opposing page as well... but again im no 3ds wiz either....
Well to edit: err have you done this before?? your uv and the coords are just way off... search youtube on uv mapping in 3ds for help. Im not great at explaining things so just lemme know if you still need help.... you know the shapes of the object should match the shapes of the map?? i can help i just need a better shot of your uvs and your textures.... thanks...
to kind of help you get some hands on answers i made your image available without a link...
EDIT: On a third look it seems as though you have a repeating texture instead of a uvmapped texture... look for settings to change this.