How do I set switches for MSI type installers when installing PDF-XChange Viewer?

The normal usage of the MSI installer does not meet my requirements.

 When deploying PDF-XChange viewer I require additional functionallity for my MSI install.

msiexec /Option <Required Parameter> [Optional Parameter]

Broken down into sections - these are the switches and what each does:

Setting Public Properties
[PROPERTY=PropertyValue]
All other parameters can be specified using public properties. There are some standard public properties
(http://msdn.microsoft.com/en-us/library/aa370905(VS.85).aspx), and some are defined by our own MSI packages (public properties all
are uppercased, other properties are private).
For example, ADDLOCAL public property (standard, http://msdn.microsoft.com/en-us/library/aa367536(VS.85).aspx) can be used to
define which components (features in MSI terminology) should be installed, for example,
ADDLOCAL=ALL - will install all features

PDF-XChange PRO installer defines the following features:

Also the following properties are available:

PDF-XChange Viewer installer (viewer, ax component, browsers plugins, shell extensions) defines the following features:
ProductFeature - may not be disabled
Feature_ShellExt
Feature_LiveUpdate
Feature_Languages
Feature_Help
Feature_BrowserPlugins
Additionally the following properties are available:

MSI Command-line Examples:
1. Install the application in quiet mode (no user input) to folder "C:\Program Files\Tracker":
msiexec PDFX4Pro.msi /quiet INSTALLLOCATION="C:\Program Files\Tracker"
2. Install the application in quiet mode to default folder. Specify the user license info:
msiexec PDFX4Pro.msi /quiet USERNAME="John Smith" USERMAIL="abc@a.b.c" KEY="12345-12345-12345-12345-
12345"
3. Install only PDF-XChange Viewer and Live Update:
msiexec PDFX4Pro.msi /quiet ADDLOCAL="F_Viewer,F_LiveUpdate"