yeah for the edge loop insert go to the 'connect' rollout in edit poly and the box to the right of it has optiions for moving the edge loop around, changing the number of loops etc. not sure if there is a G key equivalent in max
If you don't feel like using the connect dialogue or what something more precise, right under Repeat Last in Edit Poly is a option for constraint. You can set that to Edge or Face, insert your loop and then set it to Edge and move it where you want it.