Importing model with texture/material

Importing a model with materials attached.
In the tutorials by Sherm, the pirate ship he uses has a material or texture map on it, as in , the model has colour and details on its skin. Whenever I import a model, in any of the supported formats, the model comes in either grey or a flat colour.
Is there a certain setting that I am missing, either in import, or in the export of the model from 3dsmax?