Make sure faces are not flipped in sketchup file. Go to view<face style<monochrome and check if there is no blue faces. Reverse them by clicking right mouse button and then check materials. Many people does not pay attention to this at all, but when model comes to max, it has to be correct.
BTW, sometimes this happens to multi-sub materials (two or more different materials on the same object). It's usually a problem after importing skp files, since you can apply different materials on different flips of plane in sketchup.
P.S. import sketchup in max only if you are 100% sure that model and texturing is ok. If you are not, import only geometry and texture it in max.