I do not believe it can be done totally from the command line as you're attempting and it can be don in conjunction with some scripting.
As an example one Use wanted to not have the EULA appear when starting for the first time after the silent install and my reply Re: VMWare Workstation 9 silent Installer - disable EULA show what is necessary although just for VMware Player I believe the VMware Workstation entries can be left out. The additional settings other then Serial Number would also have to be created in the .ini file. I don have them handy at the moment however if one looks at that file after responding appropriate to the relevant questions and or Preferences changes they'll be in either the User's preferences.ini and can be gleaned from it.
The Serial Number is a different story however that might be able to be added to the Windows Registry silently using one of two different methods that can be scripted as well.
I'm not going to waste my time presenting all of the details unless you're amenable to a scripted solution.