I often (heck, almost always) load .3ds items into Bryce. Usually just clicking on the whole model, then rotating negative 90 degrees (-90) on the Y axis brings things into line. I just texture from there.
(obj-comes in oriented correctly..as a possibility, you could convert it to .obj in Wings 3d, Anim8tor, or Crossroads. You can find the first 2 in the Modelling Forum here).
Once I get the model lined up, the ctrl+mouse clicking on the part of the model you want to deal with usually identifies any groups there, and you can apply mats to your heart's content.
hope this helps.

I wish I'd said that.. The Staircase Wit

anahl nathrak uth vas betude doth yel dyenvey..;)