How to put downloaded mp4 files onto my iPhone using the latest version of iTunes?

I want to move the mp4 files from my iTunes library to my iPhone I can't click and drag or paste it in, anyone know how I can sort this out?

ITunes failed to import MP4 files to sync and transfer MP4 to iPod, iPhone, iPad, Apple TV.

Situation 1
Can't add MP4 to iTunes whatever by drag-and-drop or by file import to library.
iTunes accepts some mp4 files, but not others.
Now iTunes can no longer import mp4 videos since I upgraded to Lion.
I have always been able to import my MP4 files into my iTunes but after I just upgraded my iTunes it no longer allows me to import these files.
Situation 2
iTunes does successfully import MP4 files, but it failed to sync the MP4 files to iPod, iPhone, iPad or Apple TV and only leave the message that one or more of the videos being synced from your iTunes library are not in the correct format to be played on your iPhone, iPad, or iPod.

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